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Lev Tanju started Palace with a group of friends, who had started calling their crew the Palace Wayward Boys Choir; comprised of a bunch of guys skating Southbank in London.
Soon enough, Lev decided to make a go of it, recruiting friends like Blondey Mccoy, Rory, Lucien Clark, and Lucas Puig to the team. Fergus Purcell designs the logo, and goes on to do work for icons such as Marc Jacobs.
With small beginnings, the brand became known for low-fi videos, shot on Nokia phones and the classic Vx-1000. From there, their videos became widely popular. Videos like Endless Bummer, Deeper Understanding, Palasonic, and more.
Palace initially did knock-offs of brands like Chanel, or Versace, and this put them on the map in the celebrity world; Palace gear began being worn by people like A$ap Rocky, Jay Z, Kanye West, Justin Bieber, Rihanna and more.
Now, Palace has since worked with brands such as Umbro, Reebok, and Adidas. They've had their gear on the courts at Wimbledon, and worn by the soccer players of the Juventis soccer club.
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