This morning, U.K. streetwear fixture Palace announced they are opening a new store somewhere in New York City. After teasing an announcement via a mysterious instagram post earlier this week, the British stalwart dropped a fire video featuring jawn legend/known Palace aficionado Jonah Hill, as well as downtown icon Leo Fitzpatrick, aka Telly from Kids. I mean, how much more New York can you get?

The ominous video begins showing a transformers-esque Palace logo traversing Chinatown before eventually hopping down to the Financial District where it morphs into some sort of astro-turf mascot, possibly hinting the store will be in that general vicinity. The new location follows the opening of Palace’s London flagship in 2015, which has drawn massive crowds and led to drops selling out in a matter of hours, similar to the sort of fervor Supreme attracts any given Thursday across their numerous stores around the globe. Speaking of their NYC-based competitor, the arrival of the second-most dominant force in the streetwear industry will inevitably affect the market. Is Palace encroaching on the World Famous brand’s turf a sign that they are coming for blood? Regardless of intent, the impending store opening will reshape the downtown shopping scene for good and we couldn't be more stoked.

While neither a date nor location have been revealed, you can expect Palace to continue to slowly leak out information in their own clever, tongue-in-cheek way. If you asked us, this summer seems like safe bet.

Tags: supreme, new-york-city, palace