Becoming and Belonging

The exhibition Becoming and Belonging celebrates twenty years of friendship and community centered around the brand Patta. Founded by Guillaume ‘Gee’ Schmidt and Edson Sabajo in the '90s in Amsterdam, the label grew out of the shared energy of the city’s hip-hop scene. The exhibition reflects on this vibrant community and its role in the creation of Patta, showcasing the brand’s early days when friends gathered around turntables and bars, and looking back at Amsterdam’s early hip-hop scene as a hub of creativity in music, art, and fashion.

Patta grew from selling sneakers into a globally recognized streetwear brand, with a team of around 70 people and stores in London, Milan, and Lagos. The brand also launched the Patta Foundation and Patta Academy to support cultural education for youth. Juanita Mendicuti Ortega, a talented alumna of the Academy, presents her work in this exhibition.

Photographer Yamandu Roos, a close friend of the founders, has documented Patta’s journey from its inception to its international success. The exhibition serves as a visual tribute to the foundation of Patta, taking visitors on a journey from Amsterdam in the '90s to the ever-growing global community it is today.

Becoming and Belonging is a reflection on friendship, heritage, and the ways in which marginalized voices find a place at the center of our communities.

BECOMING
Yamandu Roos (Amsterdam, 1978) studied at the Royal Art Academy (KABK) and has documented his journey from his early years as a photographer. The exhibition BECOMING features a selection from his upcoming book, showcasing photographs from the years before Patta was founded, capturing a time of becoming for both the artist and his subjects.

BELONGING
Juanita Mendicuti Ortega (Rotterdam, 2001), a Patta Academy alumna, presents BELONGING, a selection from her project ‘WHISPERS OF BELONGING’. Her work explores identity, heritage, and human connection, inviting viewers to delve into the rich tapestry of Mexican identity intertwined with diversity and resilience. The exhibition creates a dialogue between two generations of photographers exploring the complexity of human identity.