Palace X adidas Originals for Spring Summer 2017

Hype. What does that really mean these days? Put simply, it’s the ability to create surprise within a saturated retail landscape with an attitude rather than a product. In terms of tangible goods, a healthy stream of product drops (ie. going against set seasons) as well as insightful collaborations are also key to hype. It’s a basic concept but it’s one that PALACE has stayed true to since its inception in 2009. So far the brand’s London-born founder Lev Tanju has collab’d with Reebok Classics, Umbro, and Tate Britain for a limited series of decks inspired by art. And let’s not forget the first Originals X PALACE partnership for Fall Winter 2016, launched in October last year.  Integrity and loyalty to his core customer base is the secret to Lev’s sucess. “I just want to make things because we like them, not because we know they’ll sell,” he once famously said.

PALACE editions (especially limited ones) have therefore become synonymous with snaking queues and a meteor shower of social media posts, which happen almost organically. Nothing seems contrived but everything is carefully planned – which is why the latest Palace X adidas Originals spring summer 2017 collaboration is killing it on IG right now with their new campaign spearheaded by the bolshy tag line ‘Other Sportswear is a Myth’.

Palace and adidas Originals

Palace and adidas Originals

Palace and adidas Originals

Palace and adidas Originals

 

Palace X adidas Originals

It’s back to the archive again with key pieces that draw on the now signature ’90s optimism so ingrained in both brands. The 3 stripe aesthetic is found across all apparel including graphically coloured sweats as modelled by Palace boy and occasional collaborator Blondey McCoy. Check out how he spread the word via Ian Dury’s Bus Driver’s Prayer – always a favourite. Have we mentioned there’s a cool bathrobe too?

Adidas Originals and Palace

In addition to apparel there are two retro-inspired sneakers which take their lead from the 90s adidas vault. The indoor silhouette trainers are landing cobalt blue and ‘solar’ yellow (hence the  visual’halo’ metaphor below), while there also a simpler version in white with blue and yellow details – both bear the gold Palace logo.

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We’ve noticed that one bright spark on eBay is offering to buy these for die hard fans who are not able to queue for them when they hit stores on June 16th, just as long as you place a deposit of £15 on his ‘leggit’ account.

That, folks, is what great hype does to people.

Palace and adidas Originals