Stella Artois Goes “Street” With New Skateboard Brand Partnership

The last thing we’d normally associate Stella Artois beer with is a skateboard and fashion company. But the AB InBev-owned Belgian beer brand has a new alignment that might change all that.

Here’s the deal…

Palace Skateboards is a London-based skateboard shop and clothing brand that was founded by Levent Tanju in 2009.

Tanju’s clothing line, which in the beginning was primarily worn by his skate team, Palace Wayward Boys Choir, caught fire and now Palace has four retail outlets in London, NYC, Tokyo and Los Angeles.

Stella Artois is an upscale Anheuser-Busch brand, a bottom filtered, blonde pilsner with a brewing tradition that dates back to 1366.

And now both brands have joined forces to introduce Palace Artois, a limited edition fashion collection that meld’s Stella’s iconic visual identity with skateboard culture…

To mark the collaboration, the brands co-released a short film titled, “Palace Artois: Savor Life Together” that features skateboarder Lucien Clarke as he rolls down London’s Brewer Street and into the store before taking a turn into a fantasy pub.

 

 

According to Anheuser-Busch the Palace Artois collection “marries the best of both brands’ high-low aesthetic with a distinct co-designed logo and unique accessories for beer lovers. The line includes ready-to-wear matching sets – featuring printed canvas chore jackets and pants, Oxford shirts, swim shorts, hoodies, t-shirts, bucket-hats and a leather tote bag, card holder and wallet.”

And to keep things ‘classy’ Stella Artois also made up some Palace Artois designer beer goblets which sold out immediately.

“Stella Artois and Palace coming together is an unexpected match made in heaven,” said Lara Krug, Vice President, Marketing, Stella Artois….

 “The collaboration reflects Stella’s further evolution of working with first-class brands in the fashion world. Meanwhile, it pays a beautiful homage to the beer’s natural role within the streetwear and skate community that Palace has masterfully cultivated over the last decade.”

“Stella Artois is our favorite beer of all time,” says Team Palace. “It looks amazing, it is delicious and it’s always occupied a unique place in our culture: visually and psychically. There’s nothing else quite like Stella and we are stoked to be working with them.”