Stella Artois has left its jazz and its sophistication on the sidelines for a moment while it explores a partnership with Palace Skateboards. The two brands have collaborated to create a range of clothing and accessories, whose graphics are built around Palace’s striking iconography and Stella Artois’ visual identity.

For the skateboard brand, this follows on from partnerships with Whitney Houston’s estate and Moschino. It is also not the first time that Palace has partnered with an alcohol brand. In 2017, Palace Skateboards founder, Lev Tanju, partnered with Ciroc vodka and the two released a collaborative bottle in December 2020 with a puffer jacket for it to wear. Stella Artois had a fling with fashion in 2015, producing a collaborative swimwear collection with YMC.

The new campaign, produced by MPC Creative, includes a hero film, created by Tanju, and two teasers, which were shot during a full London lockdown. The zany video aligns with Palace’s creativity. The familiar Stella soundtrack, the pub scene and English subtitles align with Stella Artois.

The collection includes matching denim jacket and jeans sets, Oxford shirts in blue or white with corresponding shorts, hoodies, bucket hats and t-shirts with Palace’s “P” logo in the form of a beer, branded wallets, caps and umbrellas, a pint glass, stash tin, beer mat, towel and beer head scraper.

The collection is being sold on the Palace UK web store, the European site, in-store and online in the US, in-store and online in Japan and through WeChat in China from February 19.

Credits:
Clients: Palace Skateboards & Stella Artois US
Creative: Stuart Tanju

Production Agency: MPC Creative
Executive Producer: James Niklasson
Producers: Johnny Blick & Richard Skinner
Production Manager: Thomas Green
Director: Stuart Tanju
Cinematographer/DoP: Gerry Vasbenter

Editing: Ben Crook @ Zed
Sound Designer: Jonny Platt @ Wave Studios
Art Director: Mikey Hollywood
VFX Producer: Solomon Tigah
Colour: Matthieu Toullet
2D Supervisor: Kamen Markov
GFX Lead: Adam Roche