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Published
Apr 28, 2017
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Palace to open first US store in New York City

Published
Apr 28, 2017

London-based skate brand Palace on Thursday announced the opening of its first US retail location in New York City on May 5, 2017. The new store marks as the brand’s second retail location, joining its flagship store in London on 26 Brewer Street.


The Palace London flagship store on 26 Brewer Street

 
Palace announced the new store opening with an announcement video that features a giant object moving through popular Manhattan neighborhoods Chinatown and SoHo stopping for a Chihuahua and actor Leo Fitzpatrick, before transforming into the green version of the brand’s logo and dancing.
 
The video also includes a tongue-in-cheek cameo from actor Jonah Hill of Wolf of Wall Street, 21 Jump Street, and War Dogs, who argues with his agent about appearing in skateboard commercials. Hill appeared in two Palace ads for the brand’s collaboration with Reebok.



The skate brand did not reveal the address of the store, but it shared the opening date on its website and on social media along with the video.
 
Founded in 2009 by ex-skater Lev Tanju, Palace sells branded apparel and accessories at its London flagship store and its e-commerce website. Celebrities such as Rihanna and A$AP Rocky have donned Palace apparel, and the brand in November launched a collaboration collection with Adidas.

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