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From Amsterdam to the world, Patta is the streetwear brand that's gone global

Patta is more than a brand, it's a family

  • In association with BUDX
  • 12 March 2020

BUDX and Mixmag have come together for the Kings of Culture documentary project, a special five-part series to showcase artists and collectives from around the world, each of which delves into the scenes that are pushing forward creativity.

We've already had an insight into the street art scene in Ho Chi Minh City and spent time with Westsyde Lifestyle, the dance crew making huge waves in Lagos. Now it's time to venture to Amsterdam to hear the Patta's story, one of the world's freshest streetwear brands.

Amsterdam is a hotbed of culture, music and art. The clubs are some of the best in the world, the music scene is thriving and fashion in city is talked about around the world.

What started as a couple of friends having an idea at a bar has now become one of the most talked about brands on the planet and Patta's humble beginnings only make the story sweeter.

In 2004 Edson Sabajo and Guillaume Schmidt saw a gap in the Amsterdam market and founded Patta. The sneakers that were blowing up worldwide weren't readily available at the time so the pair began buying and selling them and from there, frenzy ensued. Before long they'd established partnerships with brands like ASICS, Adidas and Nike, distributing the hottest footwear and clothing in circulation, to hoards of hungry hypebeasts in the Dutch capital.

Today, Patta is not only a brand that sells and creates its own hugely popular clothing and accessories, it's a creative hub that specializes in collaborations, parties, global pop-ups and much more.

The idea that Patta has evolved from a brand and into a family is one that sits at the top of its ethos. The close-knit team of designers, creators, travel the world to bring the name to most recognized streetwear hotspots on the planet. The pop-up in NYC brought exclusive new merch and collabs with Stussy and Umbro, the heralded team-up with Dekmantel features clothing and festival accessories that sell out in minutes and wherever they go, their presence is felt.

One of Patta's most ambitious and celebrated initiatives is the Patta Foundation, a non-profit organization that funds projects to inspire the youth within communities. Patta donates a percentage of its yearly income to projects within sport, music and culture and it strives to energize the younger generation, offering their expertise and knowledge along the way.

They also have the Patta Running Team which was started in 2010 by Sabajo "as a way to motivate his friends and family to train, chill, laugh and party together." As well as taking part in lauded marathons around the world, the movement was founded to promote positive physical and mental health as well as raising money for charity along the way, all with a smile on their face.

Patta's connection with music has always been inherently linked and Patta Soundsystem is a way to showcase the sounds, artists and genres that are so dear to the family's heart. The rotating crew of selectors often play around the world and there's no shortage of talent on show when they throw parties. Last year they hosted a stage at Applesap Festival, with family members like Vic Creeze joining heavyweights such as Funkineven, Flohio and Children of Zeus.

In episode three of our Kings Of Culture series, we meet the team behind the magic at their 15th birthday party and find out how they overcame adversity to become true leaders of the scene.

Patta's motto is "Out of love and necessity rather than profit and novelty." and the statement still rings true.

Watch the video below.

For more information on Patta, head over to their official website

Soundtrack

Back Hand by Ray Fuego
G.O.D. by Ray Fuego
Ordeloos by Ray Fuego

Funster is Mixmag's Global Brand & Content Editor, follow him on Twitter

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