A visit to Wimbledon might not come with heavily enforced style rules, but a complex web of nuance underpins everything. The All England Lawn Tennis Club has a reputation to uphold, after all. Tennis has always had style, culture, and codes. The problem? They’ve typically been kept behind a gate. Palmes wants to change that.
END. x Palmes Summer of Sport is the third chapter of our ongoing series, landing on the heels of a capsule with Bene Culture. Throughout the summer, we’re linking up with a handful of brands to explore the power of spectator style in shaping sports culture. Beyond performance, each capsule begins with the fan experience: the rituals, the atmosphere, and the stories that give sport its real meaning. With Palmes, tennis is in the spotlight.
Tennis is entering a new era. On the shoulders of names like Alcaraz and Sinner, a new generation has arrived and with it, fashion. Gucci claims Sinner; Louis Vuitton, Alcaraz. Federer is leading the charge with footwear at On. Your mates are muting their run club Whatsapp group because the local tennis-club chat is popping off. Magazines like Bagel and Racquet are speaking to a new tennis fan and that fan is invariably wearing Palmes.
The Copenhagen label launched in 2021 with one guiding principle: that tennis could be forward-thinking, built for daily life, not just for people who grew up with a clubhouse membership. Founder Nikolaj Hansson came at it from skating. Same energy: no gatekeeping, no rules, just turn up and make it yours. If you ask Hansson, he’ll tell you that tennis can be an asphalt court in Brooklyn in a cut-off tee or front row at Wimbledon in a double-breasted suit. This collection embodies that.
The END. x Palmes Summer of Sport capsule sees signature silhouettes—tees, shirts, outerwear, and accessories—reworked with hand-drawn racket and tennis ball graphics across them. The result is a collection that extends beyond the court, speaking to the fact that what’s worn in the stands is what will truly define this burgeoning new era.
Tennis’ new chapter is being written in real time. This is the version worth paying attention to.
