Guinness Sounds of Greatness (GSOG) celebrates the exhilarating battle between sound systems and a fierce competition of style. In collaboration with the stout brand, fashion stylist Neko ‘Bootleg Rocstar’ Kelly curated looks that told the story of dancehall’s evolving fashion—from its early roots to its modern-day statement-making aesthetics.

“Style a style and style cyan spoil,” a famous line from iconic artist Buju Banton, rings true in the
Dancehall Sound Clash culture, where fashion is as much a part of the lifestyle as the music
itself.

With selectors and DJs leading the charge and known for their fearless approach to fashion,
these music icons have used bold outfits, custom pieces, and flashy accessories to express
their crew’s personalities. Furthermore, the sharply tailored suits and patent leather shoes of the
1980s to today’s oversized streetwear and luxury brands tell a unique part of Dancehall’s
cultural story throughout the eras.

Ultimately, GSOG has expanded beyond just music, incorporating fashion as a pivotal element
of the experience, acknowledging that dancehall is not just heard but also seen—its vibrant style
is as integral to the culture as the music itself.

The photo highlights: