Everyone’s wearing Palace Skateboards. Jay-Z, Dua Lipa, Rihanna and Kylie Jenner have all been papped in Palace. Dads wear Palace. Kids queue up on Brewer Street (and the sister stores in New York and Tokyo) for Palace. Fashion editors, designers and streetwear aficionados can’t get enough of the brand’s left-field designs – cartoon duck-emblazoned aviator jackets and crunchy shell suits, offered alongside absurdist and playful product descriptions, like ‘Shoutout to needing a footballer’s salary to afford this shirt.’ “We design for everyone,” explains cofounder Lev Tanju. “A lot of brands are snooty, but we want anyone to be able to wear our stuff, in the skate park or beyond.”

Those that aren’t wearing Palace want to work with them: New Balance, The North Face, Formula 1. Palace have dominated the drops system: each Friday, the brand releases a new micro-collection, frequently with a new partner. There was a Ralph Lauren collab, complete with a campaign of horseback Americana. A near-internet-breaking Calvin Klein pairing saw a surprising (but oh so Palace) shoot featuring Willem Dafoe alongside South Bank skaters. And late last year came a massive Gucci link-up, comprised of leather moto jackets and football shirts. “When big brands collaborate with smaller brands, for instance Gucci, they approach you and take your logos and do their thing,” says Tanju. “We were the first people that had free licence to do what we wanted.” The biggest collaboration for the duo so far came shortly after: a cosigned collection with CP Company, which included CP’s signature goggle jacket in a vibrant purple colourway. “It was amazing, because we love to just work with the fucking kings of what they do.”

Tanju and Gareth Skewis founded Palace in 2009. They met while working at Slam City Skates in Covent Garden. “We were just two guys riding it out on the South Bank skate park, and we had a similar vision,” Tanju says. They were frustrated with skating in clothes from big American giants. “Britain had nothing,” Tanju says. “Our friends who were professional skaters weren’t being supported by brands, and we wanted to kit them out.”