‘We’re Top Gear for clothes’: the guys behind PAQ

The founders of the trend-setting streetwear channel are using fashion to give young men a voice

It is 1am and a queue of 300 teenagers, clad in near identical tracksuits, snakes down a street in Soho, London. The occasional scuffle breaks out, but otherwise the air is quiet and heavy with anticipation. Contrary to what you might think, this is not the entry for Tiger Tiger on a Saturday night. These kids have travelled from far and wide to camp outside the London Supreme store to get their hands on the brand’s weekly “drop”. For those who don’t know, Supreme is the skateboarding brand which originated in 1990s New York and has amassed an almost deferential cult following.

“It’s crazy, people are queuing up, camping in tents,” says Elias Riadi, co-founder of PAQ, the YouTube fashion channel for young men. “In New York the NYPD is shutting up roads because Supreme has a new collaboration; kids will blow a grand on a new Supreme T-shirt.”

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from The Guardian https://ift.tt/2vWTa7B