From Hype Beast Radio, I'm Jeff Staples, and this is the business of hype, a show about creative entrepreneurs, brand builders, innovators, and the realities behind the dreams they've built.

The world of streetwear and fashion is so fickle and fast, right?

Everyone wants new, new, new.

It's definitely difficult to constantly be fresh and new, but people often forget how much more difficult it is to actually have staying power, longevity, and build a legacy.

When you think about the sneaker and streetwear world in particular, there are only a small handful of names that have stood the test of time.

And when I say time, I don't mean months or seasons.

I mean years and decades.

I like to call these people the architects because they're actually building a foundation

on which others can stand on. What's even more impressive to me is the small subset of architects

who come from a retail background. As you probably have heard, retail is in a constant state

of flux. So when a brick and mortar retailer can stand the test of time,

it is a hundred times more impressive to me. These select few marquee retailers have helped spread

the culture globally, while at the same time connect intimately with their local community.

So to kick off our new season of the business of hype, we have two men that

have partnered to create a perfect trifecta, local community retailer, culturally relevant

storyteller, and global brand legacy. Now, some of you listening might have only heard about

this brand recently, but this isn't an overnight success story.

This is a dream that's been 15 years in the making.

And when we're talking about this industry, that is a damn near lifetime.

This week's episode comes straight from Amsterdam, as I have the pleasure of having in the studio

the OG's Edson and G from the world-renowned store,

Pata. What is Pata? It's a family, a store, a brand, a cultural center for some of the

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