This partnership between Cadillac and Dubai annual street culture festival, Sole DXB, promises to bring the best of global street culture to the community in Middle East through art, music and fashion.

Since launched in 2010 as a communication platform for all the latest and relevant news in footwear, fashion, design and alternative culture in the region, Sole has grown to a highly trafficked and well-respected community. Taking place at the end of every year in Dubai as a three-night, two-day festival, Sole acts as a pioneering hybrid between a music festival and a direct-to-consumer fashion trade show. Inspiring growth within the Middle East’s design and progressive fashion sector, the partnership between Sole DXB and Cadillac represents the exciting growth and vitality of the region’s alternative arts scene. This is the new frontier for culture.


As Rajat Malhotra, Sole DXB Director says, this announcement is a major milestone for Sole, and a good indication of the potential both companies see in the region.

“Dare Greatly” is a tagline of Cadillac brand. “This is something we live and breathe every day, as a testament to our past and our vision of the future”, Nadim Ghrayeb, Regional Sales and Marketing Manager, Cadillac Middle East says. Cadillac is the company that has always looked to push the boundaries of what is possible. “We are looking to continue this thinking to achieve further success. This has also given us the push and tenacity to always look for partners who share our passion,” Nadim continued.

Cadillac has been a leading luxury auto brand since 1902. Today it is growing globally, driven by an expanding product portfolio featuring dramatic design and technology. Described as luxurious, having a bold and daring personality, Cadillac has maintained an iconic presence for over 85 years in the Middle East. This year will be Cadillac’s third year of partnership with Sole DXB, with last year’s event seeing the rebirth of the iconic streetwear brand, RAP London, 20 years after it closed its doors.


Cadillac has spent years supporting established and emerging designers from around the world. It started with a multi-seasonal partnership with the Council of Fashion Designers of America (CFDA) in support of the first-ever New York Fashion Week: Men’s in 2015. Since then, the luxury brand has been committed to working with a number of designers, including the acclaimed fashion designer Public School, which debuted its Pre-Fall collection in Dubai, United Arab Emirates, in line with the launch of the all-new Cadillac XT5 crossover vehicle.

Sole DXB is exposing the talent Middle East has to offer the world, and Cadillac seems to be a partner that shares it’s vision and values. And Dubai Fashion TV would agree, the best from this partnership is yet to come!

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