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Date: 09/17/26
Title: PREMIER "25" COLLECTION

In 25 years, we've been through five rounds of videos, four locations, four(ish) logos and hundreds of graphics. For this anniversary collection, we are looking back at the years behind by paying homage to the videos, streets and people that have helped us keep the iron in the fire for so many years. We are grateful to still be here doing the things we love and hanging with the customers we respect at home in Grand Rapids and all our friends worldwide. To launch the collection, we will be hosting a party at the shop with sounds by DJ Dogfood, shop videos on loop, and beverages by Coffee Club, including a shop exclusive co-branded peach jade mug for sale. Come down to hang with us and celebrate the community that we thrive on.

Release Date : Saturday 9/19/26

Time : 11am in-store, online at 5pm

Tees : $32

16oz. Nalgenes : $24

Decks : $60

Mugs : $20


The Ten Cent T-shirt pays homage to both the heavy 10¢ can and bottle return value in our home state and our iconic grail edited by Jerry Mraz, orginally released in the shop's third year of business, 2004.


The Sponsored T-shirt is a look back at 25 years of graphics and logos mashed up on the chest and sleeves. Included on the side hit is the initial shop logo shown here on the first business card featuring our original location on 909 Cherry.

We drew inspiration from all the videos during our VHS / 8mm era for the two shirt graphics highlighted below, starting with the PS Video T-Shirt, which features chest art chopped from the original box logo while the back is highlighted by a block of screen grabs from the first ever shop video.
Also available in three colors is a graphic reproduction unearthed directly from one of the first ever shop tees. The 8mm T-Shirt is pulled from the Ten-Cent Deposit video art and features a diagram of the vintage camera used to capture the video's intro clips.

Back by insanely popular demand, our flower logo was once featured on the building exterior of our original Weston St location. Three tee colors highlight this retro art including a tonal black on navy.


The same flower art can be seen featured here in a metallic ink hit on a high gloss full dip deck. Only available in a limited 50 piece run on classic popsicle shape. Also available is a  Logo Embossed Deck on matte black in both popsicle and full shapes. All decks are pressed and cut in USA by HLC.




Available special just for our in-store launch, the Jade co-branded Coffee Club Mug will be available alongside special beverages by the brains at Coffee Club. Come down and celebrate with us, browse the whole collection in person, rap about the good old days when boards were $50 with grip and listen to sounds by DJ Dogfood. Thank you to all of our customers and friends for being part of this incredible community at Premier!

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