An insurgent menswear brand brings a skateboarding spirit to a cloistered sport
One could be forgiven for questioning this definition of democracy though. Under the stack 'em high doctrine of Sports Direct, a pair of Slazenger shorts will set you back £7. At Palmes, £100. But Hansson is making clothes that can play on and off court. The canvas shorts have inserts at the crotch to allow for extended step outs without locking. Materials are light for long games in the sun. They're also trying to set an example. “It was a big trade off.
Skatewear, with its coastal US roots, has lent a sense of Americanness to Palmes. New Yorkers often mistake it for a native brand. In reality, it is headed by Hansson and two friends back in Copenhagen, and this ambiguous heritage was always part of the plan. Palmes takes its name from 'jeu de paumes', a spiritual predecessor to the tennis of today, and was dreamt up to invoke a resort that could be anywhere and everywhere all at once.
“A few months ago, a friend was at a bar in New York, and he had a Palmes T-shirt on, and this guy with a Palmes' tote came up to him because he didn't anyone else who was familiar with it,” says Hansson. “They got talking and had a few more drinks, and swapped numbers. They even play tennis together now.”
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