Before his acclaim to fame as a British MC, rapper, songwriter, and record producer, Dizzee Rascal resided in Bow, East London. There, not only did he develop his pioneering Grime sound, but, just like others born in the same neighborhood, he adopted a signature uniform. A Hoodie, track pants, and a “good pair of trainers”, as stated by Dizzee in an interview with Nike, was and continues to be the dress code for East Londoners. Although this uniform seemed simple enough for any to emulate, it would go on to represent an entire subset of Hip-Hop, and Dizzee, in his critically acclaimed 2003 debut album cover, Boy In Da Corner, would go on to be the poster child for this cultural look. In a hoodie, track pants, and a pair of Air Max’s, Dizzee would unknowingly bring this representation of street culture to the forefront, leading him to create one of the most iconic collaborations with Nike on the Air Max 90.
Dizzee Rascal wearing his “uniform” on the cover of Boy In Da Corner.
Dizzee Rascal’s Boy In Da Corner album brought attention to both the UK’s love for Grime music and the Air Max model as a whole. It sparked attention within Britain, as Grime artist Novelist accredits some of the original rappers, such as Dizzee Rascal, for inspiring his current love for the Air Max model. “I saw the older MCs wearing them…and it just looked sick”, states Novelist to Nike. Dizzee’s undeniable love for the sneaker helped develop a relationship with The Swoosh, where they were gifting him sneakers on a consistent basis. From there, after Dizzee’s fame continued to build in the UK, the rapper was soon granted the opportunity to collaborate with the sportswear giant.
Skepta, Novelist and other Grime artists discuss the UK's Air Max "uniform".
Video Directed by Grace LaDoja.
After releasing two limited-edition Air Max 180s, each celebrating Dizzee Rascal’s newly independent record label Dirtee Stank Recordings, the two came together again in 2009 to drop an exclusive Air Max 90. Dubbed the Tongue N’ Cheek, it released to coincide with Dizzee’s upcoming album with the same name. The sneaker’s motif was a mutual brainchild of Dizzee’s and fellow designer Ben Drury, who designed the rapper’s first three album covers. Drury, who has also collaborated with Nike on some Air Max sneakers, gave the 90’s silhouette the Tongue N’ Cheek album cover treatment. Just as bold in detail as his album artwork, this Air Max 90 does not hold back on its use of materials. For starters, the sneaker’s pink 3M tongue is an ironically non-tongue-in-cheek reference to the Tongue N’ Cheek album. The vibrant color on the tongue adds contrast to the majority sail suede and leather upper. From there, a transparent sole shows off Dizzee Rascal’s Dirtee Stank Recordings label stamp. 3M accents on the heel and laces finish up the sneaker for a unique spin on the traditional Air Max 90 sneaker.
Even though the sneaker is considered a grail to many, as it currently stands close to $3,000 on StockX proving that there’s a hunger for it, there was not much hype behind the release. It could be based on the state of sneaker culture at the time in 2009, but even to Dizzee Rascal, he recalls giving away most of the pairs that he had. “I didn’t take it serious,” recalls Dizzee in an interview with Sneaker Watch. “I was giving them away at one point as well.” To Rascal, it was never about the profit, but more so to count it as “an achievement”. “I remember getting second-hand Nikes when I was younger,” said Dizzee. “I grew up poor… So when I eventually got [the] Nike connection, it was a big deal. But to have my own trainer [is a] blessing.” Now, with the help of his Air Max collaboration, sneakerheads can adopt the same uniform that inspired Dizzee, continuing to push the cultural relevance of East London’s effect on the Air Max sneaker.
