‘Work Hard... and Get it Done’

‘Work Hard... and Get it Done’

Catchphrase: ‘What is?’ Cultures are often pigeonholed and then dismissed; with us, people can’t fully define us because we are continually pushing our boundaries, which is why we like this catchphrase.



Who: Joshua Cox

What: Co-founder of urban lifestyle fair Sole DXB

How do you typically start your workday?

Weird question… Normally late, wet hair, shorts and shoes and out the door.

Describe your work in a sentence.

Urban culture curator and consultant… pushing urban culture and progressive fashion in the region, which can be hard when everything is still very young and what we do is often lost in translation.

What is your #1 success mantra or catchphrase at work?

Mantra: Work hard, hustle and get it done.

Catchphrase: ‘What is?’ Cultures are often pigeonholed and then dismissed; with us, people can’t fully define us because we are continually pushing our boundaries, which is why we like this catchphrase.

In your workday, what is the one thing you cannot do without?

Mucking around. We work hard and joke around a lot also. Things like stupid prank phone calls to our partners, conversations that nobody else would understand.

Most challenging project to date?

Sole DXB 2014, because we’ve grown so much from where we started. We are dealing with a lot more brands and our expectations are higher, to represent our community and the emerging cultures the way we really want to!

We are eager to deliver; hopefully, people will come to the event at Dubai Design District on November 14-15 and enjoy it too.

Who would you consider your role model, in terms of the perfect professional?

Anyone who is the best at what they do…

Your favourite indulgence when you need a break from work?

Indulging in my munchies and washing it down with a bottle of Pepsi.

What is your greatest dream, professionally?

Doing what I do… For us to throw an event that people will never forget. To create a significant role in establishing the urban culture and fashion industry in the region!

As told to Karen Ann Monsy

Photo: Kiran Prasad


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