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US' Gap & Palace team up for '90s style skatewear collection

20 Mar '24

3 min read

Pic: Gap

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Gap and Palace collaborate on a '90s-inspired collection celebrating self-expression and skate culture, merging their iconic logos into 55 pieces, including apparel and accessories.
The partnership marks Palace's debut in kids' products, combining nostalgia with modern style.
The campaign, shot in San Francisco, features skaters exploring the city's landmarks.

Gap, the iconic American fashion brand known for championing originality, is partnering with London-based skate label Palace on a collection of adult and kids’ apparel launching March 22. The collection is an ode to the brands’ shared heritage — highlighting self-expression, individuality, and community through pieces inspired by ’90s style, skate culture, and a love for San Francisco.

The partnership marks Palace’s first foray into kids’ products, bringing original style to every generation. Since its launch in 2009, Palace has become a staple in the streetwear community with a heavy ’90s inspiration that seamlessly plays into Gap’s heritage. This collection is both nostalgic and modern, appealing to both Gap and Palace fans alike.

"We love collaborating with partners like Palace who are able to tap into our heritage and reinvent our product icons in a way that is true to their brand DNA," said Mark Breitbard, President and CEO of Gap. "Palace is playing by their own rules and we are inspired by their craft. This partnership reflects style and skate culture of the moment, and we are excited for customers to experience this unique expression of Gap.”

The PALACE GAP collection reimagines Gap’s product icons through Palace's lens, remixing and merging each brand’s logo into one. The 55-piece ’90s inspired collection includes a Varsity Jacket, Oxford shirts, Pullover Windbreaker, Logo Rugby Shirt, Track Suits, Board Shorts, Cargo Pants, T-shirts, and Logo Hoodies styled back to a variety of accessories. The collection also includes three exclusive Logo Skate Decks and a limited-edition Jeremy Duck Plush Toy.

“Collaborating with Gap made sense because a lot of us grew up skating in Gap gear in the 1990s,” said Palace founder Lev Tanju. “Gap is so cool to us: clean, preppy, and all about the good American things like everyone being welcome. Gap put out so much iconic content in the era before it was called content and it’s been a real privilege for us to play in that space with them. And doing our first ever kids' collection with Gap — who make the best kids’ clothes — is really special for us.”

The brands also unveiled a PALACE GAP campaign, photographed by Jim Goldberg and directed by Will Robson-Scott, which sits at the intersection of music, fashion, and culture reminiscent of the VHS-style aesthetic for which Palace has become known. The original 90-second film follows a day in the life of young skaters as they explore iconic San Francisco landmarks like St. Mary’s Square, St. Francis Fountain, and the Golden Gate Bridge, doing what they love on their own terms. During their escapades, the kids skate at Pier 7 with legends Karl Watson, Elissa Steamer, and Tommy Guerrero, and Palace skaters Kanin Garner, Jamal Smith, Heitor Da Silva, and Jahmir Brown — celebrating the path forged by trailblazers for the next generation of skaters who inspire originality and self-belief. The film also features singer-songwriter and “Sporty Spice” Spice Girl, Melanie C, and 9-year-old professional skateboarder Anna Shea.

The PALACE GAP collection will be released on March 22 at 11 a.m. GMT in the U.K. and 12 p.m. CET in EU regions, in the US on gap.com, palaceskateboards.com at 11 a.m. ET / 8 a.m. PT and select Gap stores and all Palace stores at 11 a.m. ET / 11 a.m. PST. The collection will additionally be available in Japan at 11 a.m. JST on March 23 along with Korea at 11 a.m. KST and China at 11 a.m. CST.