Why a leading brand chooses to tell its story through limited-circulation magazines in the digital age
In this follow-up to our indie magazine exploration, we welcome Guillaume "Gee" Schmidt, co-founder of Patta, to discuss how print magazines function within contemporary brand ecosystems. What began as a sneaker boutique in Amsterdam has evolved into a multifaceted cultural force spanning clothing, music, sports, and social initiatives, with their biannual print magazine serving as a connective tissue between these elements.
The conversation explores how magazines shaped Guillaume's worldview from an early age, from The Source to Fantastic Man, before examining why Patta launched their own publication during the pandemic. “Magazines slow down time,” Guillaume explains, contrasting the deliberate experience of page-turning with the rapid pace of digital scrolling. This deceleration creates space for deeper storytelling and unexpected cultural connections that reflect Patta's philosophy of operating between established categories.
Most revealing is Guillaume's articulation of the magazine's purpose: not as a revenue generator, but as a cultural artifact that embodies Patta's ethos of “out of love and necessity rather than profit and novelty.” Through editorial choices that deliberately juxtapose diverse influences—from grime artists to political philosophers—the magazine materializes Patta's commitment to representing Blackness while refusing to be pigeonholed. The conversation highlights how physical media creates different relationships with audiences than digital content, revealing the continued relevance of tactile experiences in building authentic community connections.
Chapters:
00:00 - Introduction & Patta's Evolution
03:42 - Patta's Origin Story
08:32 - Magazines as Cultural Touchpoints
12:05 - Why Create a Print Magazine Today
17:03 - Beyond Monetization: Magazines as Brand Expression
24:46 - Content and Cultural Connections
30:33 - Blackness as Starting Point
35:01 - Magazine Distribution and Community Building
39:14 - Digital vs. Physical Media Ecosystem
42:35 - Future Directions for Patta and Print
Links:
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Follow the Rabbit is hosted by Igor Schwarzmann & Johannes Kleske
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