Francesco Ragazzi is one of the most sought-after Italian designers around, and the Palm Angels brand he built has become one of streetwear’s most recognisable names in under a decade. After 10 years working at popular label Moncler, he launched his American-inspired label in 2015, and it has since become a favourite amongst celebrities — especially athletes and musicians. Inspired by American street culture, Ragazzi tells a story through his garments using bold colours and prints, blending luxury and streetwear into something genuinely distinctive.
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Story Behind the Palm Angels Brand
After working for more than a decade as one of the masterminds behind the lifestyle brand Moncler, the designer and photographer Francesco Ragazzi decided to found his own label in 2015. He called it his label. Although based in Milan, the Palm Angels brand is a far cry from the typical Italian fashion house. Ragazzi lives between Los Angeles and Milan, and he conceived the brand after releasing a photography book with the same title in 2014. The book celebrates Los Angeles’ skateboarders, reinterpreted through his own vision.
Ragazzi’s Vision
The Palm Angels brand showcases Ragazzi’s American and Italian background. He uses his vision of American culture and adds an Italian flair for luxury in all of his collections. It is neither the stereotypical Italian brand nor the typical American brand. He takes inspiration heavily from 90s Los Angeles West Coast culture and fuses this with upscale and luxury nuances. His clothes have been worn by various influential figures, such as Joe Jonas, A$AP Rocky and Playboi Carti. This rebellious clothing brand is in high demand.
Palm Angels Debut Collection
In 2015, the Palm Angels brand’s debut collection was unisex and inspired by 70s skate culture. It created a preppy chic feel, rarely seen before in the fashion industry. The thought process behind each design was to reinterpret American culture and create a bold collection that speaks of luxury and streetwear. Ragazzi is one of the pioneering agents in changing how streetwear is viewed. Having started his career at Moncler, he was able to work with hip-hop stars, such as Pharrell, to connect luxury and streetwear.
Streetwear Meets Luxury
There’s been an increase in luxury brands adding streetwear to their collections, and Ragazzi can be thanked for this. Social media has also led to streetwear in luxury collections being more acceptable and noticed. A sense of freedom is evident in all Ragazzi’s designs, and the use of bright colours, special designs and creative themes showcases this. Fun is also a key component of the Palm Angels brand, highlighting the carefree attitude of many Californians. There’s also cannabis symbolism, seen on some of the palm tree t-shirt designs.
Iconography
Now that cannabis has been legalised in California, Ragazzi thought to add it as an element in his designs. Marijuana is a lifestyle choice that represents the brand, reinforced by the fact that some rappers promote it, which is also appreciated in Asia. Although he uses simple pieces such as jeans and t-shirts, Ragazzi makes sure to use special and creative imagery. The Asian market is very receptive to these more complex and unique designs, making it a market he loves to explore as it’s more adventurous.
Uniqueness
Ragazzi uses great fabrics and craftsmanship, which comes from his Italian roots. Creativity is very important to him and it is seen in each of his pieces. He takes his time in creating all the garments and doesn’t compromise on quality. Comfort is also very important, as most who buy streetwear items want to be stylish, casual and comfortable. Music, photography, fashion and art are big influences on the way he produces his ideas. It is not only about the clothing — it’s also about being connected to the world.
The Palm Angels brand is all about authenticity and interpreting American culture through an Italian mindset. Ragazzi’s knowledge of art and his skill as a photographer are what bring his collections to life. His story runs throughout the label; the work speaks for itself. What started as a coffee table book of photographs showcasing Los Angeles’ skateboard culture has now grown into a legendary streetwear brand, taking the world by storm. The Palm Angels brand is available in 210 stores worldwide, including luxury retailers like Harvey Nichols and Saks Fifth Avenue.
