The Premier Culture & Lifestyle Festival is bringing Jamaican Sound System Culture to Dubai.

Monday 14 October 2019, Dubai, UAE: Sole DXB announces its return to d3 for 2019, with the support of its partner Cadillac and strategic partners Dubai Design District (d3) and Dubai Tourism. The highly-anticipated annual event will entertain festival-goers across December 5, 6 and 7. Sole DXB has been presenting the finest cultivation of street culture, championing their main pillars of fashion, music, film, the visual arts and sport. Since its inaugural edition in 2010, the festival has continued to grow, with last years attendance crossing 28,500 visitors. Limited pre-sale weekend passes are on sale now at www.soledxb.com/tickets.

This year, Sole DXB will celebrate the sights and sounds of Jamaica: the motherland of mento, bashment, ska, rocksteady, dub, reggae, ragga beats, and Dancehall. The roots of these genres started life in the dance halls of Kingston, but became the musical backdrop to the politically-charged bars spit by Hip Hop legends from the Bronx, the rhythmic foundation for the lyrical masters of Grime, the calypso-rich melodies of English Ska, and inspired reggae movements across Africa and Europe.

“Each year we build Sole DXB on the bedrock of storytelling and subcultural narratives. We seek out stories that are current, but also under-represented. This year is no different. The Jamaican Sound System is the most influential force in contemporary popular music today, so we went to Jamaica to find out how an island nation of 2.8 million has continued to punch far above its weight, for over 60 years.  The Jamaican diaspora has influenced what we listen to and how we create.  This year we look forward to celebrating all that the island has given us.” Hussain Moloobhoy, Co-founder & Creative Director.

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Through collaborations and partnerships, SOLE DXB continues to step to the center of a global dialogue – providing a platform to creatives and creators, to break barriers through fashion, music, art and beyond. Brands like Cadillac, adidas Originals, Burberry, Farfetch, Jordan Brand, Levi’s & PUMA are participating with large activations, building exclusive retail experiences and investing in community engagement.

Other key elements of the event, include the Sole Ball Above All Classic, the regions’ most competitive streetball tournament and the Sneaker Swap, where people will have the opportunity to buy, sell and trade footwear from leading collectors in the region.

 

Standby for further announcements on the unrivalled programming at Sole DXB 2019.