Enfnts Terribles

Elias is one of the PAQ founders and was part of the panel talk at the Bread && Butter preview event. A fashion festival Zalando started 3 years ago, aiming to fuse fashion, music and culture in an entertaining and authentic way. Think of it as a jam-packed “see now, buy now” party with the best DJ’s and artists. The panel was also very special, it was a mix of 5 creative geniuses with different backgrounds and a story to tell. You had Jazzelle Zanaughtti also known as Uglyworldwide on Instagram, hip-hop artist Kodie Shane, Marc Goehring from 032c and our guy Elias Riadi from PAQ.

Tell us about your beginnings?

Basically, when I was a young guy I used to watch TV-shows about cars like Top Gear. However, you didn’t have something that was entertaining fashion. While growing up, looking up these things was kind of uncomfortable because there was none. I remember wondering why isn’t there nothing for young people revolving around fashion to kick back and relax. There was always a lack.

First of all, Dexter Black and Shaquille Keith used to street dance together back in the days. I met Danny Lomas, who was living up north, in London. Shaq and I actually met at an event and where he introduced me to Dexter. From there on we started chilling and then one day all of us boys got in a room together to come up with new ideas about what young people really want to see. Or what do we want to see that’s not offered to us. Our research always led us to fashion. Because when you look at the long queues and streets being shut down for a sneaker release, you realize there’s such a demand. But no one ever offered something of that scale so we thought let’s do something fashion related. We went on and filmed our first episode and the second one outdoors. Showed it to people, magazines, editors, etc. We released it and the rest of it is history.

Besides fashion what inspired you guys? Was personal growth also a key element?

All of them points actually. The personal stuff, as well as fashion, inspired us to start PAQ.

The most amazing thing about what we’re doing is that when I was growing up I needed someone like myself and the other guys. I needed someone I could relate to, feel comfortable with that wouldn’t look down on me because I wear nice clothes. Another reason why we created PAQ was to take a light-hearted approach into fashion and make young people realize that you don’t need to petty someone about what they’re wearing. At the end of the day it’s just clothing (a piece of fabric), don’t take it so seriously. You really don’t need to disregard someone because of their appearance.

You guys have created a lot of content on youtube and gained a huge following. Congrats to that! However, how do you keep innovating in such a saturated market?

Authenticity is the most important thing. We’re not trying to be someone else, we’re just trying to be ourselves. At the end of the day, what triggers people the most is authenticity. Again, we don’t want to copy. That’s why we put four personalities with different styles in the show because we want at least one person to find someone of the PAQ to connect with. A lot of people, in fashion especially, just take. They take from the working class culture. You can take inspiration from something as long as you stay true to yourself.

Our key values within the show are ourselves and you can’t copy ourselves.

How has diversity within PAQ helped the group forward?

I’m half Moroccan and half Cyprian, Shaq is Trinidadian, Danny is from East Yorkshire, Dexter is Jamaican. This diversity has helped us in every single aspect. All of us have something different to offer. Being with the guys just makes you learn so much about everything. When I first met Danny, we were on opposite sides of the spectrum. He was wearing tight suit trousers and a polo. I never thought I would connect with him. But it turns out that Danny was that one friend I never knew I needed until I met him. I think all of us being different and connecting together is a perfect match.

If you look at the outfit videos the outcome is always diverse. It’s not just one person who can reflect on my style. However, you have four different avenues to appreciate and understand. I’d say that diversity is everything for us. Also, it allows us to open up to the world.

Is that why Bread && Butter by Zalando was a match?

The inclusivity of the Bread && Butter event by Zalando goes hand in hand with our ethos. It’s an event everyone can go to. Bread && Butter offers that 360 experience. It’s like with our show, you want to involve the masses, it’s not an exclusive club so anyone can enter. At Berlin fashion week you know that not everyone is welcome. But Bread && Butter is a platform where you can include a lot of people to join the experience. And that’s something we stand for, being inclusive towards everyone.