Today we’d like to introduce you to Patil Toutounjian.
Hi Patil, thanks for joining us today. We’d love for you to start by introducing yourself.
I am an Armenian who was born and raised in Aleppo, Syria, in an Armenian community. Everything I did revolve around my Armenian culture, the school I went to, the activities I participated in, etc.
Moving from Syria, as an immigrant at the age of 17, I found myself trying to catch up with the basic day to day life. Learning how to speak English, what to wear, how to move around the city, finding a job to make a living, and going to school. I allowed the basic necessities of life lead my path and took opportunities that presented themselves to me. I was very grateful for the career in marketing that I found myself in, however, I questioned how intentional it was. I started questioning my purpose in life.
Each day, I found myself explaining to my coworkers and clients what my name meant, which by the way means snowflake in Armenian, the origins of my name, and how come I was born in Syria. Every Armenian food I brought to work to have for lunch came with a story that I shared with my coworkers. This made me realize the importance of storytelling for the Armenian culture.
Later, I made the decision to immerse myself more in the story and go to Armenia to volunteer. I bought a one-way ticket and arrived in the homeland. I now realize that I am surrounded by the stories I was telling. I no longer was the only storyteller. The sense of relief that I felt and the sense of belonging was something I wanted to share with everyone.
In 2020, when the global pandemic started, I found myself stuck outside of Armenia, but the stories were with me. I felt the urge to bring them to life and make them accessible to everyone. I also wanted these stories to be organically integrated and woven into our day-to-day life. I contacted all the artists I’ve met in Armenia and created a platform where I can create everyday items from t-shirts, phone cases, sweaters, hats, tote bags, and many more items that have their stories, their designs, and life as an Armenian through their lens. This is when Tatik Streetwear was born.
The platform focuses on giving each artist their page where they can share their bios and sell their designs under their collection. The collaborative effort is a collective between my skills in business and marketing and their skills of bringing stories and elements of the culture to life. Taking care of the business and production side on their behalf allows them to clear their mind to do what they do best, creating.
We started with 3-4 artists, and the community of artists is now growing surpassing 20. The aim is to make this a one-stop-shop, a wearable art gallery where any experience can visit the website, read the stories, and find practical ways to enjoy the art by bringing it to their day-to-day life. The pieces are also conversation starters in communities around the world.
In addition to Tatik Streetwear, I also started a YouTube channel called the Armenian Traveler. This channel has the same purpose in mind, to travel around the world, visit Armenian communities and bring their stories to people’s screens.
With much more work left to be done, I wake up every morning with a purpose and a mission that keeps me going. Empowering artists and creating an inclusive global community is my purpose. There are so many more stories to be told,
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
Starting an online business during a global pandemic came with many logistical challenges. I don’t consider myself a one-woman show because without the community, the artists, and the collaborative effort of everyone, my work is meaningless. However, when it comes to the business side of things, I find myself wearing many hats. From production, quality control, customer service, finances, content creation, and marketing, a day doesn’t go by without me finding myself outside of my comfort zone. The more I challenge myself, the more rewarding the results are.
Alright, so let’s switch gears a bit and talk business. What should we know?
Tatik Streetwear is streetwear brought to you by Armenian artists around the world. It is beyond just clothing and accessories. It is a collective that brings different perspectives, styles, and stories to one platform and makes it accessible globally.
You can find everyday items from t-shirts, sweaters, phone cases, tote bags, sweat pants and more that tell a story.
Is there any advice you’d like to share with our readers who might just be starting out?
It’s ok when things don’t go as planned. Looking back, I see how much the brand has evolved, and I know there’s a long road ahead. The difference between working for a corporation vs. starting your own brand is that the brand will be born and grow. And it is ok for the community to witness these evolutions and steps.
Your customers are your community, don’t be afraid to share with them, and be vulnerable with them. They are a part of your community for a reason, they want you to succeed. Keep a two-way communication, involve them in the process, and enjoy the journey.
Contact Info:
- Website: https://tatik.ca/
- Instagram: https://www.instagram.com/tatik_streetwear/
- Facebook: https://www.facebook.com/TatikStreetwear/
- Twitter: https://twitter.com/TatikStreetwear
- Youtube: https://www.youtube.com/c/PatilToutounjian
