America hasn’t seen a British invasion of this magnitude since The Beatles. Palace—the UK skate brand turned fashion empire—is coming to America. It will be opening its first US location in New York on May 15. The official announcement comes via a cinematic commercial that gives a heavy nod to skate culture by featuring Leo Fitzpatrick and Jonah Hill separately encountering a giant transforming robot representing the brand.
Both actors have strong ties to skateboarding—Fitzpatrick has been a presence in the New York scene since his role in Larry Clark’s Kids . And Hill made an appearance in Tyshawn Jones’s adidas Away Days part last summer. Once again, Palace nails it on several levels.