Over the last few seasons, the new idea of streetwear has been sweeping through trend pages and runways, but no more so than in the Middle East.
Clothes with a modern sporty sensibility, statement sneakers and functional accessories have proven to be an instant hit with a regional market, especially with the millennial shoppers. We have also seen an increased interest in home grown talent as well as up and coming brands that are finding their own street identity in the market.
If you need more proof of this movement in the UAE, just look to Sole DXB. Since launching in 2010 it has grown from humble beginnings as a block party, to a highly-trafficked cultural event with over 22,000 people in attendance, showcasing some of the best talent and ideas from the industry worldwide. The event acts as a pioneering hybrid between a festival and a direct-to-consumer fashion trade fair, built on the four pillars of Hip Hop, fashion, art and basketball.
The two-day event will be back this December with a focus on what’s next from around the globe. Having spent the past few years pulling on threads from New York, London and Tokyo, 2018 sees Sole setting its sights on youth culture and trends across fashion, art and music in emerging markets.
The event will celebrate a new cultural movement championing independent brands, celebrating the next generation of creators and artists from South Africa, India, Turkey, Nigeria, UAE and more. Raj Malhotra, Co-Founder of Sole DXB said:
“We made multiple trips to Cape Town and Johannesburg, connecting with designers, artists, musicians, creators in each city, learning their stories and digging into their culture. We feel that South Africa is a good representation of what street culture looks like when it’s still organic, in cities with rich and complicated histories. South Africa’s recent past has given voice to a new generation of creators, that are forming ideas shaped by race, culture and identity.”
“With every community we’ve explored, Sole has looked to build a direct bridge between our city and theirs. This exchange of ideas will be showcased through our talks, live music programme, screenings and presenting brands at this year’s event,” he added.
Kicking off on December 6 in the Dubai Design District, there will be activation from adidas, experiences from Dior and Farfetch, launch of Selena Gomez X PUMA “Strong Girl” Collection and collaborations with fashion designer Lama Jouni and Istanbul-based streetwear brand Les Benjamins. As per previous events, expect musical guests and industry talks as well as Sole DXB’s basketball tournament.
For a cultural throwback, the infamous gold crown worn by Hip Hop legend the Notorious B.I.G is set to bring the sparkle of music royalty to the Reebok setup, which will see the brand transport fashionable sneakerheads back in time to the 90s through the shoe of the moment – the Aztrek.
Also joining Reebok across the weekend is Kerby Jean-Raymond, the famed American designer behind trendy fashion line Pyer Moss, who will be speaking as part of the Sole DXB’s cultural talks and conversations, scheduled on Friday December 7 on the inspiration behind his exclusive collaboration with Reebok.
