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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Quick takeaways
- Patta's biannual print magazine serves as a cultural bridge, emphasizing deeper storytelling and community connection amidst the rapid digital landscape.
- The brand prioritizes love and necessity over profit, reflecting its commitment to representing Blackness and fostering diverse cultural narratives.
Deep dives
The Evolution of Pata
Pata began as a sneaker boutique founded out of passion and necessity, evolving into a global streetwear brand over the years. Initially focused on curating unique sneakers, the brand has expanded to include its own clothing line, music initiatives, and a social foundation. This transition is significant as it highlights the challenges and achievements of a black-owned independent brand in the streetwear industry, which continues to be predominantly white. The founders’ dedication to community-oriented business growth is exemplified in their motto that emphasizes love and necessity over profit.
