Palace, the London skate label founded in 2009, is widely known for two things: the prominent triangle logo – or “tri-ferg” – that features on their T-shirts, and their collaborations. Over the past few years they have worked with everyone from Stella Artois, Harrods and Ralph Lauren to Cîroc, Umbro and, most recently, Gucci. But, for the superfans, there’s something else – the product descriptions.
We all glance at these short texts every time we shop online. These are the words that tell us about the shape of a jumper, how a boot fastens, what shoes to wear with a midi dress. But a Palace product description is different. It won’t tell you anything useful and the text is rarely about the clothes. Instead, it’s random, stream-of-conscious thoughts, with in-jokes, comments on the news cycle, stoned humour and life advice thrown in, always in caps lock. To take one example, a product description for a long-sleeved red T-shirt reads:
