Emeric Tchatchoua gives us an insight into his menswear label 3.PARADIS

You may have heard of the brand 3.PARADIS or at the very least seen their signature dove motif gracing a model in an editorial. If you haven’t, we’re here to give you more of an insight into this steadily rising brand.

The Montreal-based brand was created in 2013 by creative director Emeric Tchatchoua and Raymond Cheung almost by accident he reveals in a Coveteur interview. Since then, 3.PARADIS has become known for its symbolism and storytelling that is an integral element of the brands DNA, from the clothes to the campaigns.

We delve a bit deeper with Emeric Tchatchoua below:

What did you have for breakfast today?

Avocado toast and a banana.

You use a lot of symbolism within 3.PARADIS. Can you talk us through what your signature dove motif means to you and the 3.PARADIS brand?

The dove motif is so meaningful for me. I started using it when someone very close to me passed away. It is so therapeutic and a way to pay homage to him. It represents all the values he stood for and that I live by to this day: peace, love, unity, serenity, freedom and spirituality. Those are also the same values and messages I’m spreading through 3.PARADIS.

How did you develop the new 3.PARADIS Le Noeud Infini monogram print?

The main idea was to create a pattern that translates our philosophy of interconnection, unity and togetherness. I felt that interlocking our initials was the best way of expressing these values. Each part of this monogram pattern depends on each other to create a perfect equilibrium.

I chose the name “Le Noeud Infini” (which translates as The Eternal Knot), after reading a book about the Buddhist philosophy. In the Buddhist belief the eternal knot references the mutual dependence, the unity and the interaction of the opposing forces leading to their union, and ultimately to harmony in the universe.

What’s the worst thing you’ve ever made?

The worst thing I’ve ever made is trying to be someone that I was not just to fit in when I was a kid.

How did you get connected with long-time collaborator Rashidi Noah and how do your visions align?

He’s a friend of mine before being a collaborator. I met him through common friends 6 years ago in London and we instantly became close. We only started working together a year later. He’s such a genuine and talented person, very passionate, dedicated to his craft and always challenges every idea in order to bring the best out of me. We share common values, interests and goals. Our synergy is very special. He’s like my creative soulmate and such a great human being.

Do you have any creative or design rituals?

Conversations. Every design session needs to begin with a conversation. It’s the starting point on any of my creative endeavours.

What stories did you hear that impacted you the most growing up?

The story of The Little Prince by Saint-Exupéry impacted me a lot growing up and still impacts me until this day.

How does that translate into how you tell your story and tell stories in 3.PARADIS campaigns?

I feel that the way Antoine de Saint-Exupéry wrote this book as a metaphor for his own life, his search for childhood and inner peace, his belief in human brotherhood, and his deep love for his wife really moulded the way I approach storytelling. My creative process is a constant metaphor. The same way a writer or a poet would paint pictures with words, I use colours, fabrics, artworks, shapes, patterns, imagery and every component of clothing to paint pictures and tell stories.

What is something you live by?

Gratefulness. I’m so grateful to be alive and experience the miracle of life. I really find my happiness in the smallest things, that are in reality the biggest thing.

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