Hip hop, caps and streetwear. LOKK is a small piece of American street culture in the center of Oslo. – For our store, music is a big part of our identity.
/ 02/07/2021 / Kristian Dugstad
Behind a freshly painted blue facade on Torggata in central Oslo lies a little American street paradise. Many a happy cap enthusiast has had their biggest dreams come true here.
Caps, hats and streetwear in all the colors of the rainbow adorn the walls of LOKK's premises. If it has anything to do with American sports and hip hop culture, they have it.
See the video interview further down in the article.
“We run the store with all our heart and soul. We are all very interested in caps, and I don't think you will find a single childhood picture of me without a headpiece,” says Sema Altunbas.
She is a part-owner and one of the founders of the store, and sits sprawled on the glass display case at the counter with the store manager, Alladdin Sahli.
With a TONO license, stores like LOKK can play all the world's music. The money they pay goes back to the people who create the music. See prices and sign a contract here..
Except when TONO is recording a video, the system in this store is never quiet. Hip hop and rap, RnB, soul and reggae. Customers know what to expect when they go cap shopping at LOKK.
– We operate strictly with American sports. That's our vision. NFL, NHL, NBA and MLB. American sports and streetwear go hand in hand. So do streetwear and music, says Sema.
Many of the products they sell owe much of their popularity to hip hop artists. There is also no shortage of American star athletes who have had music careers, such as Shaquille O'Neal and Kobe Bryant.
– Our biggest brand is the New Era Cap. It became very famous in the 80s, especially because of the group NWA. Ice Cube used the legendary 59fifty cap, and also the 9fifty snapback became very popular because of rappers like Eazy-E, Jay-Z, Ludacris.
– Wiz Khalifa, Alladdin interjects, and continues:
– You see caps on many artists who have been very big in music and hip hop history. Most of the rappers have a relationship with New Era in particular, but also Kangol and other brands, he continues.
Although LOKK constantly has its finger on the pulse of the American streets, it's not just across the Atlantic that they scout. They also have a big heart for their own local community.
– Our first collaboration was with OnklP, who is one of the city's biggest cap enthusiasts. Every time he played big concerts or had a release, he got caps from us. Actually, we have more than a collaboration – We are friends.
The road from Pål Tøien to his management Knirckefritt was short, and LOKK quickly connected with several producers and artists. Today they collaborate with a wide range of players in the hip hop community, including YLTV, AdmiralP and SlinCraze.
They have particularly close ties to Tommy Tee and his Tee Productions.
– With all these good friends and supporters on the team, we decided to create our own concept: LOKK X. We create merch to artists to support local rappers, graffiti artists and other big and small players up and coming. They help us back just by using our products and being visible. That's enough for us.
– For our store, music is a big part of our identity, both because our clothes are closely linked to big artists, but also because both owners and employees are very interested in music, says Sema.
They have no doubt that music affects the atmosphere in the store.
– Good music in the shop creates security for both us and the customers. A daily life without music would be completely different. There would be a bit of silence, says Alladdin.
They also can't imagine a playlist of randomly selected pop music.
– If those who are used to hearing a specific type of music here had come in one day, and we had played Top 20, then suddenly we are no longer LOKK. Not because the music is not good, but because we are losing our soul. It wouldn't be us, and the customers would notice. I think sales would drop.
She continues:
– Without music, I think we would die slowly inside. We live and breathe music and streetwear.
With a TONO license, stores like LOKK can play all the world's music. The money they pay goes back to the people who create the music. See prices and sign a contract here..
