Patta was founded by Edson Sabajo and Guillaume ‘Gee’ Schmidt, key figures in Dutch hip-hop and nightlife in the ’90s and 2000s. Bonded by a love of sneakers and records, they built one of the few globally revered Black-owned streetwear brands. The brand is named after a slang term for “shoe” - a nod to the founders’ Surinamese heritage.
I met Edson and Gee in 2020 while interviewing them for Esquire UK. We geeked out about music and magazines, and I suggested they start one. Edson told me to do it. Life and COVID-19 delayed things, but eighteen months later, we launched a biannual print magazine. From the outset, the goal was to merge high and low culture in a curated celebration of Patta’s universe. The magazine drives in-store traffic, expands partnerships, and tells brand stories unique to print.
My Role: As Editor-in-Chief, I provide ongoing editorial and creative direction—commissioning, writing, and editing long-form journalism, profiles, and cultural deep dives. Highlights include interviews with Steve McQueen, Sade, artist-in-residencies by Nina Chanel Abney and ESPO, hosting ‘in conversations’ between Salehe Bembury and Paula Scher, through to exploring the Lagos EDM scene, and much more.
Results: Circulation has grown 50% year-on-year, unlocking new commercial partnerships and earning press in the Business of Fashion, Hypebeast, and La Repubblica.
I met Edson and Gee in 2020 while interviewing them for Esquire UK. We geeked out about music and magazines, and I suggested they start one. Edson told me to do it. Life and COVID-19 delayed things, but eighteen months later, we launched a biannual print magazine. From the outset, the goal was to merge high and low culture in a curated celebration of Patta’s universe. The magazine drives in-store traffic, expands partnerships, and tells brand stories unique to print.
My Role: As Editor-in-Chief, I provide ongoing editorial and creative direction—commissioning, writing, and editing long-form journalism, profiles, and cultural deep dives. Highlights include interviews with Steve McQueen, Sade, artist-in-residencies by Nina Chanel Abney and ESPO, hosting ‘in conversations’ between Salehe Bembury and Paula Scher, through to exploring the Lagos EDM scene, and much more.
Results: Circulation has grown 50% year-on-year, unlocking new commercial partnerships and earning press in the Business of Fashion, Hypebeast, and La Repubblica.
