It’s a summer of sport, and 3.Paradis is a front-runner. Where athletes receive gold medals in gold, silver, and bronze colorways, 3.Paradis receives LVMH Prize nominations and ANDAM Fashion Awards.
Beyond their impressive list of accolades, 3.Paradis’ thought-provoking campaigns laced with spiritual and social commentary lay the groundwork for their impressive growth, with collections leveraged to address our lived experience. Each collection provides a checkpoint and a life lesson taught through the vehicle of fashion and seeks to capture “the essence of what it means to be human in all its multifaceted dimensions,” Creative Director, Emeric Tchatchoua, explains.
“The Dove stands for unity and peace, embodying the idea of coming together and finding harmony amidst diversity,” Tchatchoua tells HBX about the brand’s most eye-catching visual language. It is on this message that the brand was founded, prioritizing the ideals of freedom, hope, and universalism - a message that has resonated with a wide audience, including an impressive roster of celebrity fans.
Hailing from France with a youth spent in Canada, and belonging to Cameroonian origins, Tchatchoua’s multinational upbringing and the complexities of identity are reflected in his most recent SS25 collection, which features collaborations with the NBA, Paris Saint-Germain Football Club, and Jordan Brand.
Ahead of 3.Paradis’ NBA capsule arriving at HBX, we caught up with the brand’s co-founder and Creative Director, Emeric Tchatchoua, to discuss his sartorial storytelling, life philosophies, sports, and how a pair of BAPE sneakers started it all.
Is it true that your entry point and early interest in fashion originated from a pair of BAPE sneakers?
Yes, that's true. My journey into fashion began when a friend of my older brother brought back a pair of BAPE sneakers from Japan. He traded them to me for a pair of Original Jordan 6 Infrareds. Although they bore some resemblance to Nike Air Force 1s, they felt remarkably fresh and new. This experience sparked my curiosity about Japanese fashion and fashion in general, opening the door to what would become a deep-seated passion.
Are there any particular works that have influenced your work and your fashion journey?
The avant-garde approaches of Japanese designers like Jun Takahashi or Rei Kawakubo have inspired me with their innovative use of form and their ability to challenge traditional fashion norms. Additionally, the craftsmanship found in brands such as Maison Margiela has profoundly impacted my approach to design, emphasizing the importance of both conceptual depth and technical mastery.
Hip-hop music has deeply shaped my creative vision, infusing my work with a sense of authenticity, rebelliousness, and cultural relevance. The dynamic energy and lyrical storytelling of hip-hop resonate with the narratives I seek to express through fashion.
Your list of accolades and achievements is consistently growing, how do you feel?
I feel deeply humbled and proud of these achievements. It’s been a significant journey, and these accolades are incredibly motivating for both my team and myself. They drive us to continue pushing the boundaries of creativity and innovation in our work. We recently won the Special Prize at the ANDAM Fashion Awards which was a significant milestone for us.
Central to 3.Paradis is storytelling through the language of symbols, which have come to define the brand’s visual language. Can you explain some of the symbols we can see in your recent SS25 collection?
In the SS25 collection, several key symbols convey our narrative.
The Razor cellphone, representing my first cell phone as a teenager, symbolizes the beginning of my journey into independence and self-expression, as well as the idea of connectivity and the importance of staying connected with others.
The Damier pattern references the traditional design from the Bamileke Kingdom, my ancestral village in Cameroon. It honors my roots and highlights the rich cultural tapestry influencing my designs.
The Dove stands for unity and peace, embodying the idea of coming together and finding harmony amidst diversity, which is a core theme in our work.
Through these symbols, I aim to foster a deeper connection to personal and cultural history, encouraging 3.PARADIS enthusiasts to reflect on their own journeys and shared experiences.
Your latest SS25 collection discusses questions of individualism, the blurring of borders, and the blending of identities. Do you feel that your multicultural upbringing played a major role in shaping your identity today?
This diverse blend of experiences has deeply enriched my perspective, nurturing a profound appreciation for the unique and the different, and helping me craft a distinct identity. Each piece is a reflection of the diverse and rich experiences that shape me, making the collection a personal and profound expression of my journey.
In exploring these messages, your ponderings, personal emotions, and influences can be seen infused throughout your collections - does this ever make the process of creation a challenging one?
Infusing personal feelings, history, and influences into my collections requires a deep level of introspection and vulnerability. It involves a continuous balancing act between staying true to my vision and being open to new ideas, which can be both enlightening and demanding. [But] these challenges are what bring depth and authenticity to the work. They allow me to connect more profoundly with the audience, as the pieces become not just garments, but narratives that speak to shared human experiences.
It’s about finding the harmony between my heritage, my present, and my aspirations.
Emeric Tchatchoua speaking to HBX
As part of the collection, you partnered with the NBA on a capsule. What does this collaboration signify within your collection about individualism?
This collaboration embodies the drive to surpass personal boundaries, make a unique mark, and achieve legendary status. It’s a tribute to the spirit of sportsmanship and the global unity that sports can bring, highlighting the power of individuality within a collective context.
Can you explain a little bit about the design elements featured in NBA pieces?
The NBA capsule collection seamlessly merges contemporary fashion with iconic sports aesthetics. Each piece is thoughtfully designed to capture the vibrant energy and cultural depth of basketball while appealing to both athletes and fashion aficionados. The designs are a celebration of movement, strength, and the enduring influence of sports on global culture.
Among the NBA capsule collection, do you have a favorite piece?
The varsity jacket stands out as my favorite piece in the collection. It perfectly encapsulates the blend of classic and modern elements that define the spirit of this collaboration.
Noting recent fashion trends, there’s been a convergence and overlap between sports and fashion.
Absolutely, sports and fashion significantly contribute to individualism and identity. They allow for profound self-expression and authenticity, celebrating personal stories and values. The fusion of these worlds in SS25 exemplifies how style and athleticism together can empower people to define and express their unique identities.
The process of creating the SS25 collection reminded me that growth often comes from stepping out of our comfort zones and embracing the unknown. I also realized the value of collaboration and how diverse perspectives can enrich the creative process.
Swipe to see some of 3.Paradis' notable collaborations below:
Each release of 3.Paradis is almost like a checkpoint of life — every capsule has meaning and social commentary, whilst also encouraging others to move forward with new lessons learned from your collection. As creative director, was this your intention and do you also view each collection as a checkpoint?
Absolutely, that is my intention. I use fashion and art as a form of self-therapy. It allows me to better understand myself and the world around me. Each collection serves as a means to heal my wounds, grow, and positively impact the reality around me. Through each release, I aim to share this journey of growth and reflection, inviting others to find their own moments of learning and transformation.
What can we expect next from 3.Paradis?
You can expect 3.PARADIS to continue pushing the boundaries of fashion with innovative designs and thought-provoking narratives. I will also continue to perfect the art of mixing, a central philosophy in my design approach. This involves blending different styles, influences, and traditions to create something truly unique and reflective of the diverse and ever-evolving world around us. Each collection will continue to be a testament to the beauty found in the fusion of cultures and ideas, promoting unity and shared experiences through fashion.