,

Patta x Tommy Capsule celebrates the Hip Hop Culture.
Facebook
Twitter
LinkedIn

Date

We created the Patta x Tommy campaign 2022 thinking about the atmosphere of New York in the golden age of Rap: The Streetstyle, the Break Dance Battles improvised at every street corner, the big Boomboxes carried on the shoulders with loud Hip Hop music.

Amsterdam meets New York in a once-in-a-lifetime collaboration.

Patta, the Dutch black culture-inspired streetwear brand, and Tommy Hilfiger, the quintessential American brand and symbol of 1990s US Hip-Hop, have joined forces to create an apparel collection that enhances their respective backgrounds and – contextually – exalts the spirit of 90s Street Culture, in a perfect stylistic intertwining.

The Patta x Tommy capsule celebrates NY and 90s Hip Hop Culture through a reinterpretation of the iconic styles that characterized the golden age of Rap: blending Tommy Hilfiger‘s classic preppy-inspired garments with Patta‘s relaxed and timeless fit, they have created an essential collection consisting of hoodies, sweaters, tees, crews, the timeless Varsity Jacket and one of the pivotal pieces of Hip Hop style: the racing jacket. Their famous emblems have been combined in a unique and unrepeatable logo, applied on all styles.

Patta x Tommy 2022 Campaign by Black Box
Patta x Tommy 2022 Campaign by Black Box

Official Patta x Tommy 2022 Campaign.

Although this exclusive collaboration celebrates the glories of the past, it is undoubtedly projected into the future: its intent is to “revive” Hip Hop Culture in the present day, making it rediscovered even by the newest generations. For this reason, Patta and Tommy have paired the release of the campaign with an exclusive collaboration with one of the undisputed icons of Old Skool Rap: MIC, DJ, producer and Rapper The Alchemist, in collaboration with two New York rappers, Wiki and Mike, who are considered leading figures in the revival of contemporary Hip-Hop.

Patta x Tommy Collection New Style Hip Hop of 2022

For Patta and Tommy, the three NY-based artists produced “One More,” a limited-edition 12″ vinyl that contains various mixes as well as unreleased tracks. The music video for the single, directed by director Nicholas Stafford Briggs and photographer Quil Lemons, has also been released: set in the streets of New York City, it features Mike and Wiki wearing the collection’s garments, intent on a typically New York “neighborhood” life: sitting on the stairs outside buildings, on the benches of streetball exchanges, in the city’s public parks.

The atmosphere of early 1990s New York was perfectly summed up in every single piece of the Patta x Tommy collection, which we bet will become a future-icon of streetwear fashion.

Our Patta x Tommy Capsule Collection Campaign.

We created the Patta x Tommy campaign 2022 thinking about the atmosphere of New York in the golden age of Rap: The Streetstyle, the Break Dance Battles improvised at every street corner, the big Boomboxes carried on the shoulders with loud Hip Hop music and, of course, the original (or ‘faithfully reproduced’) Tommy Hilfger logo on every jacket, sweatshirt and tee. We imagined that suggestion by setting it within the borders of Campania, more precisely in the suburbs of Naples, which – in our opinion – has several points in common with the ghettos of NY.

Patta x Tommy Campaign 2022 By Black Box
Patta x Tommy Campaign 2022 by Black Box

In Naples, too, the Hip Hop scene is well established since the 1990s and has given the Italian music scene some of the most talented artists in the country and, just as it is happening in NY, it is experiencing a second spring, depopulating even among the very new generations.

Patta x Tommy Collection 2022 New Style Hip Hop of year
Patta x Tommy Campaign 2022 by Black Box

In addition to this, just like in NY, those who live in the working-class neighborhoods establish an unbreakable bond with the street, made of unwritten codes that condition their style, of trends that are born and spread as fast as a song shot at high volume, in some improvised Soundsystem.

Patta x Tommy 2022 Campaign by Black Box
Patta x Tommy Campaign 2022 by Black Box

The attitude of these two subcultures is similar and, though far apart geographically, speaks the same language.

The campaign shoot was entrusted to photographer Gaetano de Angelis, a phenomenon of realistic photojournalism who also directed the models toward a “True Ghetto” attitude.

Patta x Tommy Campagna 2022 by Black Box
Black Box presents Patta x Tommy Campaign 2022

The shots aimed to highlight the Patta x Tommy styles and its authentic belonging to the Hip Hop subculture: every detail of the shoot refers to the immense influence that the American Rap scene has bequeathed to the world, and how this influence still survives today, especially in a parallel so far from NY.

We are proud to present this exceptional collection in our Black Box stores and online at blackboxstore.com

Credits:

Photo: dastpics

Talents:
badmanner
caaallmejj
alias_2ng
alessyaprovenzano

Production:
analog.ent
nemicodenso
seeb.mnsv

MUA:
fede.didato

Words: Manuela Palma

More
articles

Join
Pluriverse

Subscribe to our newsletter

© Pluriverse 2024
Registered office: Via Romaniello 21/B, Napoli (NA), Italy | N. REA: NA 823189
Privacy