The storied partnership history between Nike and Patta is about to add a new chapter to its growing tale with the launch of a new Air Max 1 that celebrates the commonalities in cultural impact both fashion houses have catalysed. However, it isn’t just the sneaker itself that is cause for revelry. It’s the revolutionary way that both brands have decided to roll out the launch – seeking the skills of world-renowned British filmmaker Steve McQueen & budding UK Director Mahaneela to create a four-part short film series that features both Skepta & Little Simz as they explore the concepts of community and creative inspiration.
Ahead of the highly anticipated product release on October 8, Patta has just dropped chapter one of ‘The Wave’ quartet that focuses on the aspirations and dream-chasing mentality of a young aspiring photographer working in his family laundry shop in London. Part one juggles the concept of creative uncertainty and the never-ending dilemma of artistry that can fester in internalised questions on whether the one is ‘just another creator chasing failure’.
Whilst the whole series will ebb and flow through all the realms of culture Patta has impacted over the years like style, sport, and fashion, part one revolves around music as the protagonist grasps at the opportunity to photograph Skepta & Little Simz as they come to collect clothes from his shop. By balancing an honest and relatable monologue about the difficulties of self-belief in artistic fields with the imagery of a young man picking up the camera once more to pursue his passion by capturing an image of his heroes despite the questions he has about his craft, is a perfect reflection of the entrepreneurial spirit of Black-owned independent businesses like Patta and of the ardent dedication to creativity shown by London virtuosos like filmmaker Mahaneela.
‘The Wave’ splits its attention across the two cities that have sculpted Patta’s creative direction more than any other since its genesis- its home city of Amsterdam and its partner city, London. Like many other of Patta’s partnerships and programs, the objective of ‘The Wave’, both in terms of who they chose to create the film and in who they hope it impacts the most, is to empower and elevate the exploits of young people from all societal backgrounds. Much in the same way that the Patta Running Team and Patta Foundation was invented to foster youth cultural education and aspiring entrepreneurs, ‘The Wave’ series is the beginning of a new model for Patta to support the emerging talent of filmmakers, photographers and musicians.
As for the shoe, the design is a calling card back to the original silhouette of the OG Air Max 1 but exudes a contemporary flair with the additions of a never before seen ‘wave’ texture bordering the base. The intricate detail added with a subtle mini swoosh on the mudguard, a tricolour sole that blends from black to khaki and back, and a well placed Patta logo on the tongue and sock liner all add up to create a harmonious design that beautifully represents both brands and bolsters the out-of-the-box thinking that Patta bastions. Joining the Air Max 1 in the release lineup is an effortlessly sleek matching hoodie and tracksuit that takes the tonal palette of the trainer and adds in a hypnotic black contrasting pattern to create a herringbone-esque aesthetic.