Culture, Connection, and Independent Growth

In a recent editorial for Alpha Industries, Renée Diehl and Zoe Bab sat down with Patta co-founder Guillaume “Gee” Schmidt. What unfolded went far beyond fashion — a conversation rooted in legacy, cultural connection, and the ongoing work of building real community.

What began in Amsterdam as a sneakerhead clubhouse has grown into a globally recognised cultural force, without ever losing its grounding. It’s known not just for what it makes, but for what it means. Gee Schmidt and Edson Sabajo (2nd co-founder) have been shaping that meaning since day one.

At its core, Patta is about more than product. It’s a movement grounded in independence, friendship, and diasporic connection. Gee puts it simply:

“We started Patta to do what we love, with people we love. That’s never changed.”

From its beginnings in Amsterdam to its chapters in London, Milan, and now Lagos, Patta has become a global network rooted in the hyperlocal. Amsterdam is Patta’s home ground, but the brand has always had a global ear. From the start, it tuned into culture across borders, connecting the dots between streetwear, hip-hop, and diasporic identity.

photo by Butterscotch Isle & Akadre Uno

Community Language

Patta was never engineered for virality. It was born in community and shaped by a shared love of music, sneakers, and Black diasporic culture. Gee and Sabajo weren’t just building a brand. They were creating a language. One that spoke to where they came from and where they dreamed of going. This mindset still anchors the brand. Even as it scales, Patta moves with intention. It’s never been about capitalising on culture but about cultivating it, sustaining it, and making sure the right people are centred in the process. Gee speaks to “Each One Teach One” as a mantra, trusting others with the story and leaving room for what’s next. At every turn, Patta centers community, not as branding, but as a living, breathing structure. 

“Our people hold it down. That’s what makes it work.”

Patta isn’t a monolith. It’s a network of creative energy passed between people in which the brand creates space, and the people who show up make it matter.

Photos by Alpha Industries x Patta

While the recent collaboration with Alpha Industries set the stage for this conversation, the focus of it remains unmistakably Patta: Independent growth. Diasporic return. Culture as care.

Gee likens Patta to a child they’re raising, imperfect, always evolving, never still. Even in a so-called utopia, he says, the work wouldn’t stop. It’s that mix of humility, hunger, and deep-rooted clarity that keeps Patta moving forward, but always grounded in where it comes from. Patta’s story reminds us that creative ecosystems don’t have to be extractive. They can be collaborative. Grounded. Restorative.

Read the full interview here: https://www.alphaindustries.eu/de/en/editorial/alpha-industries-x-patta-a-conversation-with-patta-s-co-founder-gee/