Follow the Rabbit Out of Love and Necessity: How Patta Uses Print to Create Cultural Depth
Apr 23, 2025
Guillaume "Gee" Schmidt, the co-founder of Amsterdam's iconic streetwear brand Patta, dives into the power of print in a digital landscape. He shares how magazines have profoundly influenced his life, from inspiring creativity to forging cultural connections. Patta created its biannual magazine as a love letter to storytelling, emphasizing cultural depth over profit. With a mission to authentically represent Blackness, the magazine juxtaposes diverse influences, showcasing the brand's commitment to community and identity in the ever-evolving streetwear scene.
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Magazines Shaped Guillaume's Worldview
- Guillaume Schmidt shares how magazines like The Source and Fantastic Man shaped his worldview from youth.
- He compares magazine shops to candy shops, valuing visual and informational inspiration from print media.
Magazines Slow Time for Depth
- Magazines slow down time and enable deeper storytelling unlike the rapid pace of digital scrolling.
- Patta's magazine connects diverse cultural pillars like fashion, sports, music, and social initiatives in a tangible way.
Expression Trumps Mass Monetization
- Monetizing niche cultural expressions like Patta's magazine is difficult because the system favors mass appeal.
- Prioritizing expression over profit builds authentic and lasting community engagement with the brand.