Here are those amazing photos of So Solid Crew’s shopping trip with THE FACE

In August 2001, So Solid Crew topped the UK Singles Chart with 21 Seconds, a UKG-rap posse cut accompanied by an ambitious music video showcasing the South West London group’s many charismatic MCs. By dominating the mainstream with an underground sound, the success of 21 Seconds was a watershed moment for Black British music, and to this day So Solid Crew are widely respected for kicking down doors in the UK industry.

To celebrate So Solid’s victory, THE FACE gave the group £2000 to spend on Oxford Street, where Asher D, G Man, Lisa Maffia, Kaish, Romeo and Harvey picked up D&G belts, Nikes, denim suits and bandanas in shops such as JD Sports, Tie Rack and the much-loved, now-defunct fashion retailer Proibito. The moment was captured for an article published in the magazine’s September 2001 issue, which was shot by Neil Massey and written by Sylvia Patterson, and So Solid were featured on the cover of THE FACE the following month.

This week, we’ve noticed these photos are being widely shared across Instagram (it might have been UK music archivist Da Metal Messiah who kickstarted this viral wave) and so we thought we’d get in touch with Neil Massey to share his memories of the day. Scroll below to revisit the joyful shoot, and hit play on 21 Seconds while you’re doing so.

How did you end up shooting this for THE FACE?

I had been working for THE FACE for a few years. The previous year, I’d photographed Asher D (Ashley Walters), Carl H and Ed Case and others for THE FACE for a feature on pirate radio stations in the UK. In those days, photographers would get a phone call from the art director or picture editor informing us of our latest assignment. So I got a call saying to ​“meet Journalist Sylivia Paterson in Oxford Street tomorrow, you’re going shopping with So Solid, we’re giving them £2000 spending money”.

What impression did 21 Seconds have on you at the time?

It’s a great track. It was being played everywhere on the radio. By the time we did the shoot it had reached No.1 in the UK charts – which was massive. I bought their first album They Don’t Know on vinyl. I still have it.

The mainstream press had portrayed So Solid Crew as being notorious. How did you find them in person?

It was a beautiful summer day in London, and Oxford Street was the place to be. Asher D, Harvey, Romeo, G‑Man, Kaish and Lisa Maffia arrived with loads of energy and in great spirits, ready to go shop. I just remember enjoying being swept along for the ride with the camera at the ready.

What’s your favourite image from the shoot, and why?

In all honesty, this set of images of So Solid is one of my favourites from my archive – there’s lots of lovely little moments. You can also see how they interacted genuinely with their fans. To me, the images work collectively to tell the story of So Solid at that special moment in time.

The group are holding Proibito bags. What was special about that shop?

It was an exclusive designer shop on Bond Street with lots of big brand labels. The blue bag became a status symbol in the early 2000s.

Did they get recognised on the street a lot?

They were getting mobbed by teenagers everywhere we went, the shops and in McDonalds. Kaish and Romeo were handing out signed VHS tapes of 21 Seconds and stickers. Asher D and Harvey were signing t‑shirts and arms.

These photos are circulating on social media right now. Why do you think they still resonate today?

I’ve really enjoyed seeing them be shared multiple times on IG. So Solid are reaching a new younger audience. I love reading the comments section, people recognising Asher D from Top Boy, saying how young he looks in the photos. And then there’s everyone recounting how old they were when 21 seconds came out, what they were doing at the time, what they were wearing, which member they fancied etc. I think there’s an appetite for seeing youth culture, music and fashion from a time pre-social media, especially from the ​‘90s and early ​‘00s.