We teamed up with the babes at Pum Pum socks and searched far and wide (well kk, only London) to shoot and talk to 3 female creatives, (pictured top to bottom, Neela, Klein, Tia) on why they champion their hometowns so hard. While literally strolling through memory lane, each wearing their own Pum Pum socks, the never-ending topic of conversation was gentrification.

Even though this has had a negative impact on the area, with an increase in house prices which has lead long term residents out in the lurch. The 3 creatives still see the cultural and nostalgic aspects from people to places that make their endz worth reppin'.