Palace is one of the most premium brands in skateboarding, many celebrities like A$ap Rocky, Jay Z, Kanye West, Justin Bieber, Rihanna and more that have nothing to do with skateboarding have been seen wearing Palace Gear. 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. Lev decided to make a go of it and started making boards and a team, recruiting friends like Blondey Mccoy, Rory, Lucien Clark, and Lucas Puig to the team.
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.