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Brand Focus: Palm Angels
Palm Angels rose up from a photography book to an internationally renowned streetwear brand in just six years.
Its secret sauce? Providing an authentic snapshot into the youthful lifestyle of Los Angeles urban culture through genuine study and experience and blending it with the Italian affinity for luxury craftsmanship.
Brand History
Palm Angels was founded by Francesco Ragazzi, a Milanese-born creative who previously ascended the ranks at Moncler to become the artistic director.
His passion for travel led him to a photographic project documenting the Los Angeles skateboarding scene, which culminated in a black-and-white coffee table book published with Rizzoli in 2014. The book's creativity and success inspired Ragazzi to create a clothing line that encapsulates the LA style and relaxed West Coast vibe he had come to love.
Although based in Milan, Palm Angels is multicultural, blending Ragazzi’s Italian upbringing with his perspective on LA’s skateboard and youth culture.
The brand’s name, Palm Angels, was inspired by a photograph Ragazzi took for his book. The image of a blond skateboarder performing a mid-air trick under California’s palm trees, illuminated by the sun, struck Ragazzi as an angelic sight. Thus, Palm Angels was born.
Today, Palm Angels is available online and in over 200 stores worldwide, including high-end department stores like Saks Fifth Avenue, Harrods, and SSENSE. The brand also operates flagship stores in key fashion cities such as Los Angeles, New York, and Milan.
Palm Angels has showcased its collections in New York and Milan and made its debut at Paris Fashion Week in 2023. One to remember for the set design alone is the Fall 2022 show, which featured upside down palm trees hanging from the ceilings.
The brand's fusion of streetwear and luxury has positioned it as a frontrunner in a trend for creative direction that many other brands are keen to emulate.
What is the Brand Known for?
Aesthetic
Palm Angels combines elements of American street culture, particularly the skateboarding subculture, with Italian craftsmanship and luxury fashion. This union results in unique pieces featuring bold graphics, vibrant colours, and a laid-back yet sophisticated vibe.
The brand is known for its oversized silhouettes, tracksuits, graphic tees, hoodies, and distinctive logos. Designs often incorporate gothic fonts, palm tree motifs, and a mix of urban and high-fashion influences.
Palm Angels is a prime example of the rise of luxury streetwear—a trend blending casual, urban style with the quality and exclusivity of high fashion. The brand’s ability to navigate and influence this cultural shift has solidified its place in contemporary fashion.
Collaborations
Palm Angels has partnered with high-profile brands and designers such as Moncler, Barbour, Under Armour, Missoni, and Tod’s, making it a coveted collaborator for those looking to enhance their street credibility and reputation in both streetwear and luxury fashion circles.
Recently, Palm Angels has expanded into sports fashion, collaborating with the MoneyGram Haas F1 Team, America’s only Formula 1 team, to create two exclusive co-branded collections. Joined by their shared American-Italian identity (Haas is powered by Ferrari) the palm logoed ensembles they made for the team fit right in at the sunny Miami Grand Prix.
For Copa America 2024, Palm Angels has taken on the role of Official Life & Style Curator for Argentina’s National Team (AFA), designing both formal and leisurewear for the team.
The brand has attracted a significant following among celebrities, musicians, and athletes, with endorsements from A$AP Rocky, Playboi Carti and Joe Jonas.
Naturally it’s a favourite amongst the L.A. dwelling elite- the likes of Justin Bieber, Rihanna, and Pharrell Williams have repped the brand, further boosting its visibility and appeal.
Who Owns the Brand?
Francesco Ragazzi is the founder and creative force behind Palm Angels. In 2021, Farfetch acquired a 60% stake in the brand through the New Guards Group, which also houses other luxury brands like Heron Preston and Off-White.
Real vs. Fake
Authenticating Palm Angels products can be challenging for the untrained eye. To ensure authenticity, check the wash tag and neck tag against another tag that you can be certain is the real deal—inscriptions that are too thick or too thin typically indicate a counterfeit product.
However, to avoid fakes altogether, it’s best to purchase from authenticated retailers. Since 2020, Palm Angels has used Certilogo to protect customers from counterfeit products. By scanning the QR code on the product, buyers can verify its authenticity instantly.
Care and Sizing Tips
Every product is different of course, but as for Palm Angels tops- one of the most popular products- generally they fit true to size. However, as a streetwear brand, their items are designed to be worn loose. If you prefer a tighter fit, consider choosing a size smaller than your usual.
For care, wash your Palm Angels garments in a machine or by hand at a low temperature to prevent the prints from fading. Additionally, iron the clothes inside out to preserve their designs.
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