Patta x Tommy 2022
Challenge
After the success of their initial collaboration, Patta and Tommy have once again come together to launch their second capsule collection. This time, the collection pays homage to New York's '90s Hip Hop scene—a celebration of black culture, its impact, and how its influence has shaped the present. Our mission was to capture the spirit of the '90s Hip Hop era, bringing the cultural story to life, enhancing the collection, and promoting the accompanying limited edition 12” vinyl featuring artists Wiki and Mike, produced by The Alchemist.
Approach
Inspired by ’90s design, we crafted a style that echoes back the essence of the zeitgeist. Characterised by a non-digital approach, we captured the mood in a raw and brutalist design style. Using different textures, tapes, scribbles and collage style cut-outs. The chosen typography shows a reinterpretation of classic ’90s graphic styles. Combining a distinctive, bold and condensed typeface with an elegant serif font.
Photography
Taking the raw and unapologetic streets of Harlem as the backdrop, filmmaker and photographer Joshua Woods shot the campaign. Capturing the attitude of ’90s Hip Hop culture. The story features native New York musicians Wiki & Mike. Two protagonist in the contemporary Hip Hop scene, who were accompanied by The Alchemist. One of Hip Hop’s leading producers.
Shopify Hydrogen
It enables us to build and launch a custom-branded experience, in this case, for the launch of Patta x Tommy, such as checkout, cart, and account pages. Doing so improves the customer experience and greater control of functionalities and customisations.
