As Palace Skateboards' ever-popular Tri-ferg emblem shows no sign of slowing down, we argue that there's much more to the London brand than an eye-catching - and highly coveted - logo.

Palace Skateboards' "Tri-ferg" logo has fast become one of the most instantly recognizable - and highly-coveted - emblems in the streetwear world. Much like Supreme's Box Logo and BAPE's Ape Head, the London brand's icon has made its way onto everything from tees to duffel bags, with the label winning over the likes of Rihanna and A$AP Rocky in the process. Palace's rapid success was, unsurprisingly, instantly met with derision from keyboard warriors all over the globe; "it's just hype" being the easiest way to put down any upcoming streetwear brand making waves.

It's doubtful that the online skeptics will be silent anytime soon, but it's clear that Palace is a brand that's in it for the long haul. While its core skate roots and unmistakably gritty video style will no doubt ensure it retains a strong following among skaters, past seasons have seen the brand grow much, much bigger; not just in size, but in aesthetic, too. Where the label once relied heavily on their (undeniably sublime) triangular icon, their recently-unveiled fall and winter collections signified a huge shift in scope while keeping one foot firmly planted on home turf.

Tongue-in-cheek nods to the UK ’90s rave scene (trippy graphics, outrageously-patterned bucket hats), London drug dealers ('shotta' waist-packs) and Britain's much-beloved tracksuits run throughout the brand's recent output. The interior for their recently-opened flagship store is gaudy, ostentatious and over-the-top; a brick-and-mortar embodiment of the Italian designer gear that the UK's garage scene was so fond of. Clearly, the brand has more to offer than a cool logo.

Comparisons to Supreme have come thick and fast; hardly surprising when both parties share a fondness for the ‘90s, unmistakeable logos, cult followings and a crossover fashion appeal that most skate brands would die for. What's more important here is what Palace's rise (and, while we're on the subject, Been Trill's fall) has shown us about hype in this day and age. The Tri-ferg has appeared in street style galleries across the globe and routinely sells out in a flash, while online trolls are quick to criticize every move the label makes; but beneath the triangle lies a brand that's grown beyond the hype and carved out a niche of its own.

Social media has meant that brands can rise - and fall - in a matter of months, and the ones with the staying power are ones who take the hype at face value while they dig their heels in, find their own way and stand for something that they really believe in. Where Been Trill didn't grow beyond graphic tees and obvious celebrity endorsements, Palace have taken the opposite route, forging an identity that's true to their London roots while offering both fashion and streetwear worlds a fresh take on skate gear.

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The views and opinions expressed in this piece are those of the author, and do not necessarily reflect the position of Highsnobiety as a whole.