Moroccan born Hassan Hajjaj is set to relaunch his unisex streetwear label, R.A.P London at this years SOLE DXB event.

Hajjaj launched R.A.P, or Real Artistic People, in 1984 as a reaction to designer labels that he felt didn’t design for people like himself. “We’d buy fabric and put it on the back of jackets,” Hajjaj explained, “my peers were people like Soul II Soul, Omar, London Posse, and Pirate DJs. I was trying to create things they would wear.”

Today, the brand relaunches at a time that reflects the energy and cultural environment of those years—when societies, nationalities, and old and new worlds clashed in a collage of diversity—and makes for a welcome addition to our contemporary streetwear landscape.

“Dubai is the centre of the new world. Logistically, financially and wih SOLE DXB at the helm, that cultural aspect is really booming,” explained Hajjaj.”A truly one-off festival bridging East and West, luxury and street— This kind of melting pot is what the world is about and what R.A.P continues to represent.”