19 October 2012 by Dianne Tipping-Woods

Word on the street

The STR.CRD™ team spends months finding the best of local and international urban street culture and bringing it to South Africa’s youth in a week-long series of events in downtown Johannesburg.

STR.CRD™ 2012 – an annual gathering that celebrates urban culture

STR.CRD™ is an event that explores, exposes and engages with all facets of urban culture. It focuses on fashion, music, sneakers, dance, graffiti, and BMX and skate cultures; it identifies trends, starts trends and, sometimes, subverts them.

It's also the only event in South Africa that is dedicated to street culture – that elusive concept that changes as soon as you try to define it. STR.CRD™ attracts participants from different backgrounds and countries, giving them a platform for expression and collaboration. 

Urban youth culture is a mix of fashion, music, sneakers, dance, graffiti, and BMX and skate cultures

The quality of the content of the festival is key because its audience won’t tolerate anything less than the best. 'We look at people who are relevant globally – they bring their particular expertise to the event and we create opportunities for people locally to meet and interact with them,' says organiser Hardy McQueen.

The collaborations that result from the STR.SESSIONS are always a highlight of this annual gathering. 'And seeing the ideas which we create around the desk becoming reality and evolving is hugely exciting,' adds McQueen.

The MOAD building in Maboneng was the perfect venue for this year's event, which took place from 27 to 30 September; it is a creative, funky and professional space. What's more, the Maboneng Precinct itself has come to symbolise the urban culture that STR.CRD™ promotes, with its resident young and creative population. They are the living, breathing representation of what  STR.CRD™ is all about. 'Our audience is developing a greater understanding of what we are trying to do, and we’re already planning for next year's event,' says McQueen.

The quality of the content of the festival is key, because its audience won’t tolerate anything less than the best.

Savvy shopping is as much a part of urban youth culture as anything else, and 1 of the highlights of this year's event was the way the brand pop-up stores were produced. The retail opportunities were superb, with partnering brands like MUTTA Shoes (a custom-made Brazilian footwear brand) making sure visitors to STR.CRD™ 2012 were spoilt for choice.

For entertainment, STR.MUSIC presented international artists like Jesse Boykins III from the United States and Just A Band from Kenya. Other events included STR.DANCE, STR.GRAF, STR.SKATE, STR.SNEAKERS and STR.BBALL.

Check out the STR.CRD™ Facebook page to see some more fantastic photographs of the event by Sherilea Gaspar, GodsKidBrother and Cinder & Skylark. Thanks to The Expressionist, Anthony Bila, for the use of his images. 

STR.CRD™ celebrates the self-expression of young, urban South Africans
Art, technology, fashion and business come together at STR.CRD™

Category: Arts & Entertainment


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