Why is Palm Angels one of the coolest brands today?

Palm Angels, the brand worth knowing in 2024

Despite being the world’s fashion capital, Paris seems to always be the last one to discover the coolest labels on trend. Take Palm Angels for instance. The brand launched in 2015 is relatively unknown in France, while it has won over the Gen Z, as well as celebrities like Justin Bieber and A$AP Rocky.

While its founder can boast about his 1.1 million followers on Instagram and 36.5 million mentions on TikTok, the brand is far from being just an Internet phenomenon. Its 37.1 million dollars sales in 2023 is hard evidence and places the label on the same level as Rabanne.

As Palm Angels is ready to conquer the French market, Numéro analyzes the reasons for its massive success.

The Palm Angels project, from photography to fashion

The brand has been unique in the fashion industry from the outset. Launched in 2011 by Francesco Ragazzi in Los Angeles, Palm Angels is first and foremost a photography project.

There in the Californian city, he captured raw and poetic images of Venice Beach skateboarders riding down the asphalt ramps facing the ocean and the palm trees.

Amazed by their style and agility, he perceived in these athletes a grace that reminded him of the angelic figures found in Giotto’s frescoes painted on the walls of the Scrovegni Chapel in Padua.

In 2014, when Rizzoli published his first book with a foreword by Pharrell Williams, Francesco Ragazzi realized the aesthetic and cultural potential of this connection. A year later, he would use it as the foundation of Palm Angels’ visual identity.

Ten years later, in September 2024, Francesco Ragazzi unveiled a second photography book, as a reminder of the roots of his label, at an immersive event organized during the Milan Fashion Week. “Palm Angels, the book, was a passion project born from my love for photography. It also became the seed of Palm Angels, the fashion brand. That transformation was a happy, unexpected consequence: a spontaneous and wild creative genesis. Ten years on, it seemed right to return to the roots of Palm and revive the process that first birthed our journey into Palm culture.”

A style inspired by Californian skate culture

Not only home to the film and music industries, Los Angeles is above all the epicenter of cool. Although the cult of celebrity is ubiquitous, the Californian city is home to many subcultures that influence contemporary creativity.

Skateboarding is part of this subculture, which has fuelled Francesco Ragazzi’s imagination for the past ten years. “It was long before skateboarding became an Olympic sport. What struck me was the sheer joy and technical genius that allowed this marginal art form to develop on its own,” he explains.

The aesthetics of Palm Angels is 100% Californian – a skilful blend of sophisticated streetwear and vintage glam, with a playful touch embodied in a nonchalant attitude.

The must-haves are the loose, colorful tracksuits, denim ensembles, and thick cotton hoodies and T-shirts adorned with logos, palm trees or pop patterns.

An expertise made in Italy

While British and American brands like McQueen and Gabriela Hearst are opening shops in Italy to benefit from the country’s know-how, Francesco Ragazzi is doing the exact opposite with Palm Angels.

Born in Milan in 1985, he graduated in fashion communications and developed a clear understanding of the workings of the transalpine luxury industry, thanks to his career at Moncler.

Hired as an intern in 2008, he went on to become Moncler’s artistic director. Still working there aside from his project, the company will post impressive sales of 2.98 billion euros in 2023.

While he prefers to remain discreet, Francesco Ragazzi hopes his brand will be a success. Rather than chasing fame, he bets on recognition.

In an interview for GQ in 2019, he stated: “I clearly wished for my success but I believe that, as in all things in life, when you love what you do and put passion and devotion into it, success is more often than not the only consequence.”

A 16-year-long collaboration with Moncler

Reserved, but also loyal, Francesco Ragazzi is still working with Moncler, the label that has allowed him to blossom. In addition to his role as artistic director, Palm Angels is part of the collaborative project Moncler Genius, launched by Remo Ruffini, CEO of the Italian brand, in 2018.

A few days ago, at the City of Genius event in Shanghai, he unveiled a brand new collection inspired by the world of F1, in a cinematic setting. Drawing its inspiration from American and Italian fashion, this edgy collection with vintage accents unveils racing driver-style quilted looks by Moncler with flashy metallic colors.

Strongly rooted in his time, consistent in his vision, and close to those who have supported him from the start, Francesco Ragazzi has all the qualities of a designer who embodies the future of the luxury industry. And that’s all we hope for.

Find out more about Palm Angels on palmangels.com.

Translation Emma Naroumbo Armaing.