3.Paradis – The Voice Of The New Generation
Emeric Tchatchoua and Raymond Cheung are the design geniuses behind the label 3.Paradis, an unapologetically fashion forward Canadian menswear brand. Having lived and studied in Paris, London, Hong Kong and Montreal, their designs are influenced by a range of cultures.
The two designers have made the top five list for the Toronto Men’s Fashion Week (TOMFW*) Emerging Menswear Designer Award (EMDA) with a cash prize of $10,000, a one year membership at Toronto Fashion Incubator (TFI), a feature in TOM* Magazine and a primetime runway show at TOMFW* Fall/Winter 2016. The competition’s runway presentation will take place on August 21st, 2015 at TOMFW*
In this #stmINTERVIEWED we chat with Emeric and Raymond about their upcoming collection, their many influences and how they want to open our minds and hearts through the art of fashion.
We are the leader of the new school, the voice of the new generation.
– Emeric Tchatchoua
STM – Describe your brand’s style/aesthetic in three sentences or less.
Raymond – In 3 words, I’d say: Innovative, futuristic and minimalist.
Emeric – At first we studied the past, then we observed the present, until the present became the past. So we decided to design the future.
STM – Who do you design/create for? Who do you want to see wear your garments?
Raymond – The typical guy who wears 3.Paradis is a man between 20 and 35 years old who seeks alternatives to couture brands and old high fashion houses. He’s cultivated, active and wants to be different. He’s a fashion and art lover, takes good care of himself and questions himself a lot about the meaning of this life. He has a good income or comes from a comfortable background.
Each piece of clothing is a piece of our world and really represents who we are.
– Emeric Tchatchoua
Emeric – Our European and Asian backgrounds play a huge role in the type of aesthetic we project. We are heavily influenced by European and Asian streetstyle and lifestyle culture.
Also, growing up and living in different parts of the world changed our vision we have on the world. It opened our mind to different cultures and lifestyles and made us realize at an early age the beauty of this planet and all its components.
Environment and culture are keys to our design inspiration because you are always influenced by them. The air we breathe, the food we eat, the places you go, the music you listen to, and people you spend time with or learn from, all these details of life have a big impact on our persona and can be translated into our clothes. Each piece of clothing is a piece of our world and really represents who we are.
STM – On your website it says that with your brand 3.Paradis you aim to deconstruct traditional ideas and reinvent conventions in menswear. Can you give some examples of how you attempt to do this?
Emeric – We live in a world full of conventions, rules and constraints where so many people have conventional so-called wisdom and preconceived ideas. We slowly want to open people’s minds and hearts to different things. This is what we mean when we talk about breaking conventions, it’s even more global than menswear fashion. We’re talking about the world we live in. Society attempts to force people to conform and appear like “normal” people. They expect you to fit the mold and fall in line. They always try to put you in a box and make sure you don’t move from it. We are breaking this box. We need more space!
We communicate a lot, we talk everyday and send each other drawings and ideas.
– Raymond Cheung
STM – Every good duo completes each other. How do you find you complete each other?
Raymond – Growing up and living in different parts of the world (such as Paris, London, Hong Kong and Montreal) changed our vision we have of the world. We both lived in different environments; it gives us more influences, more differences, more ideas and inspiration. It makes our duo really strong. We communicate a lot, we talk everyday and send each other drawings and ideas. There is a really good energy going on between us, it’s organic, it’s a match made in Heaven. We really enjoy ourselves and are really excited about life. The vibe is really good.
STM – You describe yourselves not as fashion designers, but rather as artists and “street visionary.” Tell us more about this.
Raymond – We got the name “street visionary” from an old friend of ours who quickly realized that our designs are a mix between street culture and avant-garde futuristic inspiration.
We love symmetry, minimalism and perfection, even if perfection doesn’t exist…
– Emeric Tchatchoua
Emeric – We are huge fans of fine art and especially surrealism, street art and pop art with a lot of structure. We love symmetry, minimalism and perfection, even if perfection doesn’t exist we try to get closer to it like we’re building the Tower of Babel. Fine art has definitely a strong influence in our designs. We consider our fashion like art so we take inspirations from our fellow artists to create this new form of art.
STM – Tell us how you decided on the name 3.Paradis. What does it mean? What does it stand for?
Raymond – We got the name during a brainstorming session between friends. At the beginning it wasn’t a brand, it was a project, we started with a sweater and decided to turn it into an actual capsule collection and then a brand.
Everyday, we are perfecting our craft and our inner selves at the same time.
– Emeric Tchatchoua
Emeric – 3.Paradis entails its own holy trinity, a perfect harmony and equilibrium between mind, body and soul so that all cultures interact peacefully and in serenity. Our movement bridges the gap between cultural disparities promoting a common voice amongst today’s global generation. We are two designers from different corners of the world with a common artistic vision and dream of uniting and embracing all cultures and differences. We are the leader of the new school, the voice of the new generation.
STM – How have you progressed as artists from your first collection to your most recent? How has your line evolved and what caused this evolution?
Emeric – Evolution is a natural process. You always evolve; it could be positively or negatively. We learn new techniques, improve old ones, get new inspiration, make mistakes and learn from it to become better and improve. We’re constantly learning so we are in constant growth and evolution. It’s like an update of a new program, each season we upgrade it with a newer and better version. Everyday, we are perfecting our craft and our inner selves at the same time.
But right now, Canadian fashion is not that relevant for the rest of the world.
– Raymond Cheung
STM – Where do you find inspiration each season?
Raymond – We are influenced a lot by our environment and our imagination. Each of our collections tell a story – a story that keeps going season after season. Basically, we take our inspiration from anything we find interesting. For example, the Yakuza and martial arts are a huge influence for our Fall Winter 2014 season; the planet Earth and his residents inspired our Spring Summer 2015. Biology and medicine inspired our Fall Winter 2015 season and our last Spring Summer 2016 collection takes its inspiration from the army and the interaction between nature and technology. So as you can see, each season has a different specific topic.
STM – How did Japanese streetwear influence you when designing your S/S 2016 line?
Emeric – Japanese streetwear is the precursor of high-end street fashion. It has been a huge influence for me since I was a teenager. I used to collect Fragment Design, Mastermind Japan and Undercover Japan items. I’m so inspired by their creative process and his designs.
Basically we just want to create more and more, this is what makes us happy in life.
– Emeric Tchatchoua
The Japanese culture is very rich and inspiring in many different aspects. It’s the perfect balance between modernity and tradition. We’ve been raised to Japanese manga, martial arts movies and video games. So it played an important role in our creative imagination since childhood.
We are also big fans of Japanese fashion, food and art. Numerous Japanese artists have influenced us from the past; we can name a few like Takashi Murakami, Katsushika Hokusai, Yohji Yamamoto, Akira Toriyama and many more.
STM – What are your goals for the next 5 years with 3.Paradis?
Emeric – We would love to start designing womenswear. Also, we want to start curating more Art exhibitions and to design buildings. We are big fans of architecture and think we could bring a lot and have a lot of fun with it. We basically just want to create more, it could be womenswear, shoes, buildings, toys, furniture, … Basically we just want to create more and more, this is what makes us happy in life.
STM – What advice can you give to other business partners? What is the secret to working well together?
Emeric – I think the secret to working well together is honesty, compromise and positive energy.
STM – What is your opinion of the Canadian fashion industry vs the rest of the world?
Raymond – The Canadian fashion industry is still very young and small but promising. Of course, it’s a bit late compared to cities like Paris, New York, Milan, London, Seoul or Tokyo but if the Canadian fashion industry comes together and finds ways to promote and heavily support Canadian designers, Canada would have a bigger role in the worldwide fashion industry a few years from now. But right now, Canadian fashion is not that relevant for the rest of the world.
STM – What is your main rule when it comes to fashion?
Emeric & Raymond – The only rule is that there are no rules.
Photos Courtesy 3.Paradis