Patta x Nike “The Wave” Episode 2 broadcast on SNKRS

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What does it mean to make waves? For years, Patta has used streetwear as a vehicle for community and culture. When you think of the mainstay of Dutch streetwear, yes, coveted sneakers and clothing come to mind, but think a little more and you’ll see how the product is generally the stepping stone for a more nuanced and focused storytelling. This is also true for Patta’s latest collaboration with Nike on the Air Max 1 “Wave” and the corresponding short film series “The Wave”, where the sneaker, really and truly, is just the ignition point. . In “The Wave”, filmmaker Mahaneela and Creative Director Steve McQueen take us into the colorful world of siblings Abdul and Carista, a journey that explores the influence Patta has had on her community and the industry at large. .

Tomorrow, “Loud & Clear”, the second live panel of their ongoing “The Wave” series, will be broadcast on Nike’s SNKRS app (log in, here). This time we are talking about music. Or to be more exact, Benji B talks about it with DJs Steven Julien and Carista, and Vic Crezée of Patta Soundsystem. On the program, “the intersection of music and fashion”; a timely discussion given that the fashion industry has recently become more multidisciplinary as it has discovered the marketing virtues of the music world. But culture will always be more powerful than marketing, and for Patta, there was never a time when music was not part of the equation. In Patta’s own words: “If there had been no music, there would be no Patta, that simple.”

Patta comes from a music community – hip-hop to be precise. For starters, brand founders Guillaume “Gee” Schmidt and Edson Sabajo, MC and DJ respectively, were heavily involved in the local hip-hop scene and first met at the iconic Fat Beats record store in Paris. ‘Amsterdam. It’s an origin story that has proven to be emblematic of the label’s unwavering commitment to culture. Over the past 20 years, music has remained a main part of his philosophy, culminating in the Patta Soundsystem – a vast ecosystem of Patta’s music projects.

“Patta Soundsystem started out as a band of DJs from Patta’s extended family who accompanied Patta-related trips abroad,” explains Vic Crezée, Patta’s Music Director. “Patta Soundsystem is an umbrella when it comes to music related projects within Patta. Under this nickname, we host club nights, host festival stages, share our musical interest through videos on our [Patta Soundsystem] IG, manufactures products for DJs, collaborates with artists on clothing and vinyls, has a partnership with music magazine Wax Poetics and much more. One of Patta Soundsystem’s first projects – although it didn’t have that name yet – was a 2005 mixtape compilation featuring songs by Dutch rappers that were exclusively made for the store. Without realizing it, Patta was planning what a lifestyle brand could be.

A cult clothing and sneaker brand, record label, blog and curating force in the fashion and music industries; As Patta evolved, he grew taller than anyone who had seen him coming. It’s a journey reminiscent of Nike’s own transformation from a strictly sportswear brand to a cultural colossus. And as with the Swoosh, where the essence has remained the same, Patta also continues to lead the way with music as one of her main frontiers. Recent musical collaborations include a drop with London jazz star Yussef Dayes in 2020 which included tracksuit and 12-inch vinyl. And who can forget the moment when Griselda Records and Patta Soundsystem teamed up to release Conway the Machine and The Alchemist’s LULU EP and a corresponding capsule collection. “Most of the collaborative projects we do come from an organic relationship that we already have with the artist or organization in question,” reveals Crezée. “[From] which artist to include, which rhythms, which artist goes on which rhythms and what we are going to do in terms of product and deployment. It’s always a collaborative effort from start to finish.

But we can’t talk about Patta’s love affair with music without going back to her home territory: Amsterdam. The cult of Patta can be best observed in the Dutch capital, where the brand’s iconic logo has almost become synonymous with the city itself. Here too, Patta has documented her cultural strength through a series of bespoke musical collaborations, from the annual Patta Soundsystem stage at the Appelsap festival, to an extensive collaboration with the Dekmantel festival, and by continually championing local talent like the SMIB collective. Music is a method of staying in touch with the community that Patta comes from and cares about so much, not only in Amsterdam but with the culture at large. As Vic Crezée said: “Patta’s global ambition as a whole [is] what we want to mean for Amsterdam, we want to mean for the world.

As one of the few black-owned streetwear brands, serving culture is an authentic part of the Patta experience. While many fashion brands have recently become the arbiter of hip-hop, the Amsterdam-hailed brand has been making waves since day one. Like Nike, by existing at the cultural crossroads, Patta has managed to establish something special and culturally meaningful with integrity. Who else do you see exploiting a trendy sneaker collaboration in a moment for culture? And while we’re on the topic, tune into the live panel of the Nike SNKRS app to find out how Patta perfected the fashion x music formula and find out how the movie “The Wave” captures that.

Tune in to the “Loud & Clear” live conference at 9pm CEST on Nike SNKRS, here.


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