High Tide for Patta Interview 2021 | Patta: An Ode to Dutch Streetwear Evolution

Nestled in the vibrant heart of Amsterdam, Patta emerges as more than just a streetwear brand; it’s a cultural phenomenon that has gracefully unfolded its narrative since its inception in 2004. Serving as the guardian of Dutch streetwear, Patta’s resonance extends beyond fashion, intertwining seamlessly with the beats of local hip-hop and leaving an indelible mark on the canvas of contemporary sneaker culture. In 2021, the spotlight is once again on Patta, this time with the release of a triumvirate of Air Max 1 creations. Creative director Vincent van de Waal and the multifaceted Lee Stuart invite us on a journey into the intricacies of Dutch hip-hop, the meticulous process of reimagining the iconic AM1, and the pivotal role of black representation within the ever-evolving sneaker industry.

## The Tapestry of Community Strength

Woven into the very fabric of Patta’s identity is a profound sense of community. The daunting challenges posed by the COVID-19 pandemic became a canvas for Patta to showcase resilience and innovation. Reflecting on this, Lee Stuart articulates, „We’ve had to communicate a whole lot more in the last year and a half.“ However, communication was not merely transactional; it transformed into a medium for meaningful engagement. In response to the global surge of activism following George Floyd’s tragic demise, Patta elevated its commitment, providing resources for mental health and revealing a more intimate side to foster a deeper connection.

Vincent van de Waal underscores, „It’s always been very important to us, even before the pandemic. A lot of people are very loyal, and it’s a beautiful thing to feel. But we still had to step up and reach out to people. There is no Patta without community. That’s the way it’s always been.“

## Pioneering Black Representation

The discourse around black representation within the sneaker industry is not just a conversation for Patta; it’s a responsibility they have consistently shouldered. Vincent acknowledges the positive shifts but emphasizes the overdue nature of these transformations. Patta, he asserts, has not merely been a bystander; it has actively paved the way. Lee Stuart sheds light on their affirmative action approach to hiring, emphasizing the intentional prioritization of black women to set a positive example.

Lee Stuart affirms, „We’ve hired with affirmative action, to be honest. We’re prioritising black women because it’s important to us. It’s important that we’re showing a good example.“

## ‚Waves‘ Project: A Cinematic Odyssey Unveiled

The ‚Waves‘ project, a collaborative endeavor with the esteemed filmmaker Steve McQueen, is a testament to Patta’s commitment to artistic excellence. It unfolded from an unexpected synergy between McQueen and Patta’s co-founder, Guillaume ‚Gee‘ Schmidt. Vincent intricately narrates the challenges faced in assembling an all-black crew for the project, underlining the profound importance of catalyzing change.

On the Air Max 1 collaboration, Vincent delves into its significance, saying, „The Air Max 1 means a hell of a lot to us, obviously because we’ve done it in the past. I think Patta is remembered for that.“

## Striking a Harmonious Chord: Tradition Meets Innovation

The success of their Air Max 1 collaboration was not merely a validation; it was a resounding affirmation of the delicate art of balancing tradition with innovation. Vincent admits they anticipated a positive response but were taken aback by the magnitude. The intricate dance of meeting the expectations of the OG sneakerheads with the evolving market became even more nuanced amid the constraints of the COVID-19 pandemic.

Vincent explains, „It can be a gamble to change something so beloved, especially because a lot of Patta fans are OG sneakerheads. We wanted to meet their expectations and strike a balance between the old-heads and new-heads.“

## The Metamorphosis of Sneaker Culture

As Patta reflects on the metamorphosis of sneaker culture since its genesis in the early 2000s, Lee Stuart delves into the seismic shifts catalyzed by platforms like StockX. Sneakers ceased being mere collectibles; they evolved into commodities, transforming the dynamics of the sneakerhead community. Drawing parallels with the evolution of the hip-hop industry, Lee Stuart notes, „If something gets bigger, it gets more pop. There is more money.“

Lee Stuart advocates for embracing the new generation while respecting the legacy, stating, „The new generation is always as important as the old.“

## The Inextricable Bond with Hip Hop

Hip hop, a quintessential component of Patta’s identity, has been interwoven into the fabric of the brand since its inception. Lee Stuart recalls Patta’s founders‘ deep connections with the emerging Dutch hip-hop scene, culminating in the release of mixtapes featuring local talent. Vincent emphasizes, „It’s all about the attitude and values that hip hop stands for.“

## Navigating the Horizon: Patta in 2022

Peering into the horizon of 2022, Lee Stuart hints at continued collaborations with brands they’ve previously worked with, underlining the significance of building lasting relationships. He states, „For us, to have a relationship with a company or brand, it’s also about having a relationship with those people. It’s never a one-off.“

In conclusion, the high tide for Patta in 2021 signifies not merely a resurgence in sneaker releases but a holistic commitment to community, representation, and the enduring influence of hip hop on their identity. As Patta navigates the dynamic currents of the industry, their focus on authenticity and community remains unwavering, marking them as not just trendsetters but custodians of a culture they helped shape. This is not merely a brand; it’s a symphony where every note resonates with the ethos of Patta, an anthem that echoes the evolution of Dutch streetwear.