Sole DXB 2018 Official Highlights
On December 6-8th, Sole DXB the region’s premier footwear, fashion + lifestyle fair returned for its 7th edition. Thank you to everyone that showed up in full effect, your incredible energy lifted our city.
Executive Producers - Sole Producer - Wafa Tajdin Director - Amirah Tajdin Editor - Matthew Wilder Camera - Thomas Terminet, Kevin Schnider, Vladimir Zelenskiy SOUNDTRACK Sudan Archives 'Come Meh Way' JD Reid 'Hum' Roxanne Shante 'Wack Itt'
Sole Magazine BTS Cover Shoot feat Sho Madjozi
Hugely influential in the narrative of this years' event, South Africa is a central character in this behind-the-scenes film for the Sole magazine cover shoot, shot on location in Alexandra, Johannesburg. With creative direction by Sole and co-produced with the Sartists, a Johannesburg-based collective, the film captures an all-South African cast from cover queen Sho Madjozi, to the stylists, videographers, and hair & make-up artists on set. Culminating with a community of creators from across the country, coming together at iconic Joe's Butchery, this film is a look at the raw vibrancy of South Africa, as seen through the lens of its own creatives.
Sole Magazine: The Event Issue. On shelves now.
Soleciety x Puma Present
Soleciety X Puma hosted a private listening session for Bishop Nehru's latest album, Elevators: Act I & II, held at JBM Sound Studio. Bishop performed 2 live tracks and the listening session was followed by a Q&A. We sat down with him to talk his new album, working with Kaytranada & MF Doom and what's next.
Heres what went down as we travelled to LA ahead of the Puma x Big Sean Launch. www.soledxb.com
Sole DXB 2017 Highlights
On December 7th, 8th + 9th, Sole DXB returned for its 6th edition. Thank you to everyone for brining your incredible energy.
Returning the 7th, 8th + 9th of December, the regions premiere footwear, fashion and lifestyle fair announces a heavyweight billing that brings together some of the worlds finest names across music, art, fashion & sport.
Creative Agency: Moloobhoy & Brown
Design Studio: UNIT Design Collective
Soundtrack: Will Sessions - Off The Line
Sole DXB 2017 Campaign
Sole DXB 2016 Highlights
On November 18th + 19th, Sole DXB the region’s premier footwear, fashion + lifestyle fair celebrated 5 years. Thank you to everyone that participated for bringing your best game yet. It pushed us to up ours.
Grit. Grace. Gold.
Sole DXB presents "GRIT. GRACE. GOLD." supported by Moto - A short film that explores the burgeoning b-boy scene of the Middle East and Dubai. A city more widely known for gold than grit, this short film, directed by Amirah Tajdin, offers an insight into the other side of Dubai, and documents the evolution of a mainstay of hip-hop culture, charting its evolution eastwards - from street to desert.
City of Gold
In the dusty backstreets of one of Dubai’s oldest neighborhoods lies Deira, a place where tradition meets necessity – signs simply marked ‘Al Souq’ emblazoned with the outline of a necklace point the way. The souqs, traditional shopping bazaars native to the Middle East, hint at days that once were. At least 100 years old and once a major link in the world’s historic trade routes, they sit in traditional style, rows upon rows zig-zagging down narrow pathways with wooden roofs. A few steps further and it is the gold souks that brighten the path of what still is a city where this precious metal is the lifeblood pumping through its newly etched veins. In a nod to this cultural heritage, Sole DXB present their 2016 campaign, a contemporary documentation of this age-old craftsmanship and how it continues to thrive in this present day.
Sole DXB 2015
Sole DXB 2015 opened its doors for the fourth year to some of the world’s finest purveyors in street culture, converging global and regional leaders from across music, style, sneakers, basketball and design.
Soundtrack: The Mouse Outfit 'Got Me Thinking' feat. Sparkz
Videographer/Editor: Joshua Lawrence
Jordan Brand Takes Dubai
Sole talks to Oliver Pressinger on the launch of Jordan Brand in Dubai.
With the arrival of a Jordan store, Dubai will be firmly on the world stage as a bastion of luxury sneaker retail. It’s with huge excitement that the arrival of a Jordan store is being met, and rightly so. Dubai now sits alongside cities such as New York, Chicago and Hong Kong amongst those to have their very own Jumpman outlet. This is a new era in which basketball and sneaker fans are being catered to, no longer are the heads on the court being left waiting. Fostering of both sneaker culture and basketball is an important way in which the Jordan store will stimulate the growth of youth culture in the city.
Baqala, is a nocturnal sojourn that celebrates the corner store culture of Dubai. A fixture in every Gulf region childhood and current day life, these stores have come to represent an early cultural aesthetic of the young city and some of our earliest memories. During the film, three skaters 'baqala hop' the streets and suburbs of Dubai in a neon tinged dream dotted with portraits of store keepers, store fronts that drip with the remnants of a pop art reverie and my ode to bubblegum.
Sole DXB x PUMA Disc
Sole DXB collaborates with German sportswear company Puma, to release an exclusive colourway of the signature silhouette Puma Disc, dubbed “Asphalt Blk”.
Inspired by a city where roadways are constantly emerging to dominate the Dubai landscape, this limited edition colourway is a gentle reminder of the path to a growing urban culture in the region. A nod to the city’s 120kmph highway that cuts straight through it, resting on cream desert sand, the asphalt colourway is indicative of the fast growth and new directions of this constantly changing terrain. Sole DXB x Puma take it back to basics with this sleek all black upper and white Trinomic sole. The upper is comprised of a textured black felt, black leather detailing, featuring an embossed ‘Sole DXB’ logo on the heel plate of the iconic Puma Disc.
The Making of
‘Mr. Amine Bendriouich’
For its 2015 campaign, Sole DXB has collaborated with internationally acclaimed artist Hassan Hajjaj to embody the ethos of art, music, fashion and urban culture. Amine Bendriouich was selected as the face of the 2015 campaign as a celebrated young designer, based between Casablanca and Berlin, who has come to be associated with the aesthetics of street style, androgyny and experimental urban culture; one which doesn’t align itself to any definition and mainstream trend. Earlier this summer Sole DXB took to London and worked with Hassan on a shoot that brought together the spirit of music, fashion and the visual arts.
The Making of
‘Mr. Amine Bendriouich’
For its 2015 campaign, Sole DXB collaborated with internationally acclaimed artist Hassan Hajjaj to embody the ethos of art, music, fashion and urban culture. Amine Bendriouich was selected as the face of the 2015 campaign as a celebrated young designer, based between Casablanca and Berlin, who has come to be associated with the aesthetics of street style, androgyny and experimental urban culture; one which doesn’t align itself to any definition and mainstream trend. Earlier this summer Sole DXB took to London and worked with Hassan on a shoot that brought together the spirit of music, fashion and the visual arts.
Raw Metropolis is a short documentary that explores how Dubai as a future city is finding its identity through the stylistic expressions of its residents and visitors. Written and directed by Amirah Tajdin of Seven Thirty Films, this series of video portraits make up a film that documents the influence of street style, amidst the vistas of one of the world's newest urban centers, the city of Dubai.
The portraits were filmed during Sole DXB, that took place over two days in November 2014 - the regions leading annual lifestyle and street culture event which serves to expose all facets of the citys' growing urban culture through footwear, fashion and street art. It was filmed at the Dubai Design District which served as the event's backdrop.
Guests of the festival, the festivals' founders and festival revelers are all featured in a series of portrait interviews set in the backseat of a car that weaves through geometrically abstract and stylized shots of cityscapes, spaces and buildings that are juxtaposed against the interviewees who give their take on what street culture/style/life/technology means to them.
FEATURING: ALIFE, Dave Lubin & Tom Crane (Mental Genius Records), Olaf Hussein, Guillaume Philibert (Filling Pieces), Daily Paper, Kish Kash, Dan Greanpeace, Brad Farrant, Sole DXB founders.
Trailer: Raw Metropolis
What we stand on is what we stand for.
When Sole DXB first began, Dubai’s urban culture was in its infancy. Four years later, the city has come a long way. And so have we. A poetic call-out to all enthusiasts in the Middle East for the Sole DXB footwear, fashion & lifestyle fair on Nov. 14/15, 2014 - Dubai’s definitive platform for urban culture.
Dubai is known for a number of things, but sneaker culture isn't one of them. It's not that it doesn't exist - you just have to look a little harder to find it.