As far as London-based brands go, Palace Skateboards sits at the pinnacle of cool. Lev Tanju’s no-bullshit approach to design (in no small part helped out by graphics guru Fergadelic – he did the logo) has built the streetwear brand a cult-like following since it kicked it off in 2010.

So it comes with a decent bit of excitement that they’ve this week opened their first even stand alone store.

Located at 26 Brewer Street, London, the new space cements Palace as bona fide maker of high-quality streetwear – at the all important ground level. Their approach here is more laid back than the conventional angle of bricks-and-mortar commerce: selling clothes, records and skateboards creating a chilled-out hang-out environment.

To crown the event, Palace is releasing a mid-season collection that has been attentively constructed to represent the brand’s ethos of anti-ephemerality: Japanese selvedge-denim, made-in-Italy chinos and work-pants, English-made over-shirts and jackets and Scottish-made knitwear. Effortlessly cool, totally Palace.

Palace Skateboards, 26 Brewer Street, London W1F 0SW