Inside Dutch brand Patta’s pop-up in the Lower East Side.
The scene outside of Dutch brand Patta’s pop-up in the Lower East Side last weekend looked like your typical hyped-up streetwear drop. You had a line of devoted sneakerheads waiting to get their hands on the new Patta x Jordan sneaker, their biggest collab yet, all while skater girls in tracksuits milled about on the sidewalk, and a man wearing a fashion harness chatted on his cellphone outside.
The small store on Kenmare was the first official New York City pop-up for the beloved independent, black-owned Amsterdam-based brand that now boasts storefronts in London and Milan, and they wanted to represent all sides of themselves. Founded in 2004 by Edson Sabajo and Guillaume “Gee” Schmidt, Patta’s universe has expanded beyond their highly coveted collaborations with Nike and Reebok, to name just a few.
Stuart similarly grounds Patta’s fashion offering within this extended network of interlocking interests. “We’re very invested in nightlife, the art scene, and even sports—we have a running team and a boxing clinic. We have a book club,” brand director Lee Stuart says, sitting on the steps outside the transient storefront following a morning spent in Queens at Kanye West’s Sunday Service.
For Stuart, the highlight of the week came with the 10-mile run that the brand put on. “Our running team did a run with local team Bridge Runners that ended at the pop-up. Then we had Eddie Plein, who is the originator of removable grillz—he’s from Suriname, which is a shared heritage because our founders and owners are also from Suriname—taking people’s molds in the back of the store,” Stuart says.
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