Ever wondered how warm that North Face X Supreme jacket Drake wore in his video for ‘The Motto’ would actually keep you on a hike? Find out in the second episode of PAQ, a web series for young hypebeasts who are more likely to be queuing up for the latest Supreme drop than sitting in the front row at a catwalk. As streetwear grows in popularity, how has PAQ cut through the online noise to become an authoritative voice in youth fashion and culture?
As a London-based collective of fashion-loving friends, PAQ’s hosts represent the creative, DIY spirit of Gen Z. Each presenter has their own distinctive sense of style, and the series highlights that having an interest in fashion is as much about playfulness and creativity as it is about knowing the right brands and having the biggest clothing collection. By injecting humour into casual conversations about their favourite looks, PAQ challenges the status quo of pretension and exclusivity. “It was refreshing seeing the crew go after unique style competitions to prove the point that streetwear is not a thing of wearing different brands but it’s the creativity you put into your outfit,” writes Greg Harris, founder of online lifestyle publication Modern Life.
The relatable hosts of PAQ (comprising an art student, a skater, and an aspiring musician) and the DIY aspect of the project have been key in drawing the attention of Gen Z. They aren’t wealthy onlookers of fashion who are buying into it for the kudos, they’re regular people who just happen to be menswear fanatics. The unfiltered enthusiasm that goes into each task they’re given also lends an air of authenticity, which younger generations crave. “The world of streetwear and men’s fashion can be so serious sometimes,” says Sam Olanipekun, digital producer of PAQ, who adds that the show is an antidote to that. This attitude is shared by Harris, who writes: “Seeing material such as this, it makes it fun to shop, it makes it fun to do ridiculous things with clothes, it makes it fun to surpass the limits.“
“Streetwear – understood as a cultural phenomenon and not a trend – is certainly destined to last,” says Antonio Cristaudo, marketing development manager for Pitti Immagine. PAQ is representative of how people actively want to be involved with the streetwear subculture – a rejection of the pretentious one-upmanship that’s usually associated with high fashion. The fact that its content isn’t dictated by fashion houses, but rather by what people are talking about within both the online and offline streetwear community, helps to solidify it as an ‘authentic’ movement and tight community.
“Streetwear provides people with a sense of belonging – it’s a way for people to instantly identify with other young people,” says Olanipekun. For Gen Zers, when something doesn’t exist, or something they care about isn’t getting the attention it deserves, they aren’t afraid to create content that’s new and truly representative of their interests – and PAQ one example of this initiative. “We’re here to fill the void of what mainstream media will never provide for the culture,” says Riadi.
Mica Anthony is Canvas8’s editorial assistant. She’s passionate about uncovering the newest electronic music producers, re-living ‘90s fashion and championing the voices often left out of mainstream media.
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