IAMDDB, one of the UK’s hottest up and coming female artists, showed us and her army of die hard supporters why she is far from your average urban act. The Hoxton Basement came alive to the sound of Hoodrich, a pop-up event designed by IAMDDB to give back to her fans. Describing the event as ‘a night of vibes with style’, IAMDDB made sure the guest artists and brands she brought to accompany her for the evening – Slum Flower; Abnormal Sleepz; Mata Labs; The K Label; Gramm; Dank of England and of course her own Hoodrich merchandise – incorporated all of the characteristics that make her such a unique and inspiring individual.
By 5:30pm, her most determined fans, which believe me is saying a lot when it comes to IAMDDB’s followers, were already queuing up to get a chance to meet their idol. Never one to disappoint IAMDDB welcomed her first twenty-five guests through the door with a hand picked goody bag as Abnormal Sleepz set to work on the decks, firing out the latest bangers. Myself and the rest of The Hoxton Basement were then treated to a very special surprise. A real taste of IAMDDB in the shape of her and her mum’s home made cooking! Which was quite literally food for the soul and elevated the evening into an all round sensory experience.
The brands included in the pop up all had their close connections to IAMDBB. Mata Labs make up, founded by IAMDDB’s very own make up artist Marielle, displayed their innovative range of bold coloured lipgloss’, as the Mata Labs team were on hand (quite literally) to give fans the chance to get their nails done in the same fashion as their champion.
Dank of England arrived with a large array of merchandise from t-shirts and bomber jackets to dank boxes and hemp soaps. The opposite corner, saw Gramm, an up and coming street wear brand born in IAMDDB’s hometown of Manchester, display a hand picked collection of their highly desirable clothing range.