In just six years, Palm Angels has become one of the most popular streetwear brands in the world, combining elements of street culture and luxury — a formula that has been replicated by brands like Louis Vuitton and Chrome Hearts.
The designs are often loud and vibrant, and collaborations have been a staple of the brand’s ethos to help propel the clothing across many cultures. The brand has collaborated with Playboi Carti, BBC Ice Cream, and even Inter Milan, expanding the brand to one of the world’s most recognizable football clubs.
This amalgamation of influences was intentional by the brand’s founder Francesco Ragazzi, who worked at Italian luxury house Moncler for a decade before starting Palm Angels. This experience at Moncler would later help mold the identity of Palm Angels, while also blending elements of the Los Angeles skateboarding scene.
Let’s get behind the hype and break down how Palm Angels took the fashion landscape by storm.
Francesco Ragazzi speaking with a crowd of students in Milan. Photo by Mairo Cinquetti.
What Is Palm Angels?
Palm Angels initially started as a project that featured black and white photography of Los Angeles’ skateboarding scene. The book was published in 2014, featuring a foreword written by Pharell Williams, and subsequently led to a full collection for the brand. Ragazzi’s love for Los Angeles and Milan inevitably molded the foundation of what Palm Angels would become — a high fashion brand that appeals to both luxury and streetwear cultures.
The first collection released in 2015 with skate-inspired pieces that emphasized materials and craftsmanship. The unisex collection was successful at bringing skaters into the brand, but also gave us a glimpse inside the mind of Ragazzi.
The Italian designer compared an athlete’s routine in their craft as a religion in an exclusive piece with SSENSE, citing the book as a manifesto before the brand was created.
“The skaters’ moments of action are like prayers: a moment of solitude when you are with yourself. They wait for their turn under the palm trees and when the time comes, they fly in the brightness of that light that sculpts their silhouettes. For me, they are angels.”
Why Is Palm Angels So Popular?
The lines between luxury and streetwear are increasingly blurred and can be credited, in part, to influencers in popular culture. Rappers, NBA players, and celebrities have been sporting the brand for years, often utilizing pieces from the brand to create elevated streetwear fits.
In 2020, Buffalo rapper Westside Gunn attended New York City Fashion Week wearing a tribal Palm Angels poncho, a standout fit that made the rounds on social media. Likewise, the NBA tunnel has become a breeding ground for fashion inspiration as the league’s biggest players show off their drip ahead of a game. Former Miami Heat power forward/center PJ Tucker has sported a colorful Palm Angels kimono-like jacket, paired with Louis Vuitton LV Trainers on feet.
Photo by Gilbert Carrasquillo/Getty Images
While the streetwear-inspired fits have gained the brand notoriety, runway shows have showcased garments more reminiscent of a traditional luxury house. The FW21′ Read-To-Wear collection proved the brand can create interesting silhouettes outside of apparel. Pieces blended elements of formal wear with grunge, punk, and tactical hardwear.
This wide scope of outfit inspiration means the pieces are versatile, likely to fit into any outfit rotation. On StockX, the streetwear brand has exploded in popularity over the past year and is now one of the most traded streetwear brands on the platform. Three of the top six most popular Palm Angels pieces on StockX are all collaborations with streetwear brand Vlone. Other popular pieces include various printed hoodies, hats, and track pants.
Palm Angels Fall/Winter 22 Collection. Photo by Palm Angels
The Takeaway
Palm Angels is replicating a business model that has proven to be successful in the past. Blending streetwear and luxury isn’t new, but Palm Angels has successfully blurred those lines with unique collaborations, pulling inspiration from a wide array of cultures and influences.
Francesco Ragazzi turned a photography project into one of the most recognizable and successful streetwear labels today, with recent runway collections showcasing a natural evolution into a more luxury-inspired, design philosophy. Regardless of what the future holds, the hype and allure is here to stay as Palm Angels continues to captivate audiences from skaters to Los Angeles all the way to the streets of Milan.
