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marks its 20th anniversary this year, celebrating two decades of dominance in sneakers and streetwear both internationally and at home. Since its inception the brand has been unapologetically proud of its African and Afro-Caribbean heritage, with community being at the heart of what it stands for. As well as marking 20 years in business, 2024 is also the year Patta laid roots in Africa.

Landing in Lagos, Nigeria, the brand opened its latest store on the continent earlier this year — a partnership between them and three close friends living locally. Patta’s West African chapter is more than a business expansion, it’s a “full circle moment” for co-founder Guillaume ‘Gee’ Schmidt. It’s about recognizing not only roots, but potential, too, with Gee admitting to Hypebeast that visiting Lagos was “one of the biggest eye openers and turning points in my life.



” Since forming in 2004, Patta has led the way with collaborations and community initiatives that have helped to shape the blueprint for how independent streetwear brands can not only co-exist with the corporate juggernauts, but also for the role they play in helping to connect big brands with culture on a ground level. The Dutch brand’s is a recent example of this: launched during the London Marathon weekend, it tapped perfectly into the current run club revival that’s peppering the cultural zeitgeist in cities around the world. It’s a collection rooted in Patta’s own , a community-centric offshoot o.

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