If you skate, there's a good chance you were first introduced to Palace through their ill VHS edits. If you're an Internet style guy, you likely found the brand on an obscure, underground blog, fashion forum, or on the back of your favorite rapper's creative director. And if you're still caught up that the logo looks like that of tech site The Verge, then hit the back tab ASAP: you're in the wrong place.

It doesn't matter where you first came in contact with the irreverent coolness of the British brand. What's evident is that the core skate company has become coveted in certain menswear, streetwear, and hip-hop circles. Yet even in the face of such cross-cultural flaunting, trend-phobic skaters still find it fresh and relevant, thus striking a rare balance between being highly bloggable and still authentic in the eyes of its originally intended audience.

One could argue Supreme paved the way for brands like Palace. Perhaps the impossible triangle couldn't exist without the box logo. But that's mostly an irrelevant argument, as Palace has carved its niche in the cool-consuming culture at large not by following a formula, but by simply doing what it wants. Supreme cast Kermit the Frog and Kate Moss to deliver an explicit message: We're the cool kids. Meanwhile, Palace is voluntarily donned by the likes of A$AP RockyDrake,Rihanna, and Virgil Abloh because it is cool-no subversive marketing required. "We don't send anything to anyone, except our riders really," says Tanju. "I like hooking up people that skate, and my friends. Not pop stars, stylists, etc."

Read more of the article via Complex here and be sure to check out our selection of Palace apparel now.