What: British skateboarding label Palace is teaming up with the department store to launch an exclusive collection and pop-up store.

Why it is important: The collection is branded Palace X Harrods which makes the department store logo very visible. It’s a smart move for Harrods to associate its name to a fashionable streetwear brand appealing to younger customers.

The collaboration features Harrods logo, which will be found across collection items, the in-store pop-up, as well as via a Palace takeover on Harrods e-commerce.

Besides skateboards, caps, varsity jackets and hoodies, it offers food, wines and coffee. It will be available online and in-store at the 'Palace Harrods' pop-up, staged at the Knightsbridge store, on the second floor from December, 10. The store pop-up runs from December 10 to 12, while the collection will be available online until December 17.

Palace Opens Harrods Pop-up With Exclusive Christmas Capsule