London brand Palace teases Ralph Lauren collaboration

By

Sandra Halliday

Published
Oct 22, 2018

London-based skateboard label Palace has revealed an unexpected collaboration with Polo Ralph Lauren, the big reveal coming via giant billboards in Tokyo.

We don't know many more details of the collab, news of which comes just after Oakley and Palace dropped their new eyewear collab. The trio of billboards in Tokyo say little about the link-up between the two labels, apart from showing the logos of both Palace and Ralph Lauren in white against a navy blue background.

And that's no surprise given that Palace is known for its offbeat approach to marketing the brand and its collaborations. 

On the Polo Ralph Lauren Instagram account, it simply says: “Palace Ralph Lauren is a timeless collection that represents a love letter from a young London skateboard company to their favourite brand in the universe.” 

Linking up with major brands is a big part of the Palace strategy and as well as the Oakley collection that has just launched, in the summer it joined with Adidas for a Wimbledon collection.

The Ralph Lauren hook-up wouldn't only be a big deal for Palace though. For Ralph Lauren, it would be another step forward in connecting with a cooler, more streetwear-focused consumer, an important move for any brand in today’s fast-evolving luxury environment.

Ralph Lauren has already realised the need to react to the streetwear trend with its spring launch of the 24-piece Polo CP-93 capsule blending its preppy heritage with a more street feel and being well received in the process.