Palm Angels, founded in 2011, is a premier luxury fashion brand based in Milan, Italy. Their founder, Francesco Ragazzi, is both a photographer and an art director with training in fashion communications. The brand was started as a photographic memoir / documentation of Los Angeles skate culture. This soon evolved from a published Rizzoli book into a household name in the world of fashion and art. The brand is identified as an Italian take on American culture with a deep appreciation for fabrication and construction. Palm Angels bridges the gap between streetwear culture and luxury aesthetics. New Guards Group serves as the parent company for the label.