HYPEBEAST Road Trips Amsterdam: The Mighty Patta Crew Tell Their Story

Patta is arguably Holland’s greatest street export. 2014 marked the 10th anniversary of the fabled retailer and brand. Counting friends far and wide, the brand architects of Edson, Gee, and Masta Lee possess one of the street and sneaker world’s most interesting and organic stories. In the pre-Internet era, the landscape for footwear was much different and regionally exclusive. Attaining European-only offerings lacked the convenience of one-click online shopping and necessitated a physical presence in a particular market to grab the latest and greatest in footwear drops. The globetrotting DJ lifestyles of Edson and Gee gave them the opportunity to travel the world over and subject to themselves to a plethora of exclusive footwear releases that would serve as the backbone for the start of Patta. As we checked in with the trio as part of our HYPEBEAST Road Trips Amsterdam series, Edson, Gee, and Masta Lee spoke ever so honestly about their initial difficulties and the brand philosophy that has served them so successfully over the course of the last 10 years.

For our third installment of HYPEBEAST Road Trips, we continued our journey with cultural connector and creative Toon fan, Simon Wainwright, Nicole Fung of That Food Cray !!! and writer Joy Yoon (author of The Best Things to Do in Los Angeles: 1001 Ideas). We explored the known and unknown parts of Amsterdam to uncover new adventures and take a deep look into the culture of the city. It’s preserving the old with the new, which serves as the idyllic and inventive background many associate with present day Amsterdam. Big thanks go out to Warsteiner, Onitsuka Tiger and the Dylan Hotel for their support in this opportunity.

Stay tuned over the course of the next few days as we highlight food, fashion, design and more. Check for more HYPEBEAST Road Trips adventures here.