Iconic London streetwear brand to re-launch at Sole DXB

By

Barbara Santamaria

Published
Oct 26, 2016

R.A.P London, a brand credited for being the founding pillar of streetwear, is relaunching this season after a 20 year gap.

Launched in 1984 by Moroccan-born designer Hassan Hajjaj in Neal Street, Covent Garden, the streetwear label provided an antidote to the prevailing socio-political bleakness that defined the time in London. Designs were influenced by ‘big fashion labels’ but also the style of the people of diverse backgrounds and nationalities who made up the multicultural London society.

“I wasn’t thinking outside of doing stuff for myself and my friends. It was what was going on around me. I was trying to create for what they would wear,” says Hassan Hajjaj.

R.A.P London will make its comeback at this year’s Sole DXB festival in Dubai on November 18 and 19, 2016 with the support of Cadillac.

Showcasing a mix of archive pieces and new designs inspired by the cultural movements of today’s NYC and London, the brand’s presentation will be a reflection of both past and present times.

“Within the context of the times, the return of a label with a philosophy of diversity at its core can only be welcomed,” says former Artistic Director for the ICA Ekow Eshun. “From fashion to photography and back to fashion, Hajjaj’s work, in tandem with many other artists of colour, has helped change Britain for the better.”

As Dubai’s only street and urban culture festival, Sole DXB will be also bringing a series of product launches from a host of brands such as Adidas Originals and PUMA Select, Level Shoes, New Balance and Nike.

Launched in September 2010, Sole is a communication platform for all the latest and relevant news in footwear, fashion, design and alternative culture in The Middle East.