We all have our favourite places close to home, but what if you could go beyond your own city and see what others love about theirs? Our MYcity series gives you the inside scoop, revealing the hidden gems of each city through the eyes of our very own Offspring Community members.
Next up on our MYcity Series, Community member @jeedajoseph chats through what the city of Leicester means to her.
Tell us a little about yourself.
Hello and Salam! I’m Jeeda, 38, from Leicester. I work in marketing at Leicester College and enjoy weightlifting and skipping in my free time.
What was it like growing up in Leicester?
In my teens, Leicester was the multicultural hub where various cultures blended together. We heard dancehall beats from the local estate and bhangra beats from cars, the adhan call to prayer echoing through the area. What mattered most was the sense of community, where people cared for one another, regardless of their background, religion, or race. I think it is fair to say as hectic life has taken over recently the sense of community has diminished a little.
What do you remember about fashion and culture growing up in Leicester as a young kid?
Growing up, I was fascinated by my aunt and uncles’ fashion choices, fully embracing the late 80s/90s style. They sported Nike sweats, Fila, Ellesse, Karl Kani, Adidas shell suits, Kappa, and later on, brands like Aquascutum, Burberry, Napapijri, and Stone Island. On feet, I remember seeing Nike Air Max, particularly styles like the 1, 95s (110s), TNs, adidas Sambas, Gazelles and Superstars in various colours. Reebok Classics were also a popular choice.
Where did you hang-out back then, did it spark up an interest for you? Has it changed?
I spent a lot of time running around the streets and local park, playing with my brothers. As I didn’t have any sisters, I naturally became a tomboy and developed a love for sports.
My passion for sneakers began when I inherited a pair of all-black Reebok Classics. Later, I got my first shiny pair of Nike TNs. My parents took us to a local shoe store where TNs had just hit the shelves, and each of us got a different colour. My youngest brother got the now iconic hyper blue colourway, which I hunted down recently. I remember walking into school the next day, and a classmate told me to take them off because the boys couldn't get them. Instead, it made me proud to strut around with my TNs, showing them off
I am still living where it all began and the older I get, the more I appreciate where I am.
What’s the sneaker scene like in Leicester? How has it developed?
The sneaker scene in Leicester seems to be low-key, but through my engagement with the online community, I’ve discovered a few fellow sneakerheads. However, I believe there are more out there. So, I encourage Leicester sneakerheads to come forward and let’s create the SNKRS society together!
One aspect that has intrigued me is the number of parents reaching out to me because their children have developed an interest in sneakers. During a recent sneaker charity auction I held, a child convinced their mum to buy a pair of Air Jordan 1 lows. Another friend’s 5-year-old son has his own Air Jordan collection and proudly wears them to school, knowing his friends are excited to see his footwear. As an auntie, I may be guilty of cultivating young sneakerheads in my nephew and nieces, but I have absolutely no regrets about it.
What brands are people wearing on their feet down there?
In cities everywhere, the popularity of Panda Dunks is undeniable. Air Jordan 1s and 4s are frequently seen on people’s feet. adidas Gazelles are still quite common, and Sambas are experiencing a resurgence. If you come across someone rocking a pristine pair of Air Max 1s, chances are they’re an old school sneakerhead.
When it comes to culture and the fashion industry, how has your city developed into what it is today?
Leicester, is the heart of the UK clothing manufacturing industry. It is where many migrant parents worked, and as children of the diaspora we witnessed the products they crafted being sold in stores. I even spent a summer packing garments in a factory. With the diverse cultures came a variety of shops, like finding saris on Belgrave Road’s Golden Mile or thobes in Spinney Hills.
Local clothing brands such as @NeighboursinParadise have gained a cult following through their charity t-shirt drops, becoming an annual must-have for many in Leicester. I feel fortunate to have collaborated with them this year, showcasing my artwork.
Where do you like to shop nowadays?
I like mixing high street with high end. When it comes to high street stores, I’d have to go with H&M. They offer trendy pieces at affordable prices. Nike of course take a big chunk of money.
Wellgosh was founded in Leicester and it sadly closed in the last few months. Offseason is now the go-to place for trendier kicks and grail trainers. Pilot Clothing and Jelly Rolls for kids are excellent independent stores to treat yourself to some brands. For streetwear brands overall, I would check out Silver Street, High Street, or St. Martin’s Square and definitely thrift through some of the charity shop as you might find a gem.
My style is always evolving, so my preference might change in a few months.
What is the food like in Leicester, and what are your favourite local restaurants or food spots?
Leicester’s food scene has been on the rise in recent years, especially when it comes to takeout options. While the city may not be known for its restaurants, it has some notable spots. From the original Muhammad Halal Fish and Chips in Highfields to the foodie stretch on London Road, and Evington which is the birthplace of the internationally renowned Chaiwala, and not to forget the vegetarian Indian food on Melton Road, there is a plenty of choices. Leicester has also given birth to some impressive food franchises that have expanded to other cities.
What are some traditions or events that are unique to your city?
Leicester truly embraces its multiculturalism and diversity, offering a wide range of celebrations and events. You can immerse yourself in the largest Diwali festival outside of India, participate in a Sikh procession during Vaisakhi, enjoy a festive fair and food for Eid in the local park, and witness the Christmas light display in the town hall square. Let's not forget the annual Carnival, which has been running for as long as I have been on this earth and is the third largest in the UK.
What do you think is the best way to experience your city like a local?
To experience Leicester like a local meet at the clock tower, head to the award-winning Gelato Village in St Martin’s Square for some gelato. While exploring, head up to the Golden Mile and explore the Indian gold souks. Enjoy running around the ruins in Abbey Park, where you can also see the famous peacock in pet’s corner. And for a satisfying meal, book a table at one of the city’s steak houses. It's a simple yet perfect way to spend a nice summer day.
What is your favourite neighbourhood in the city and why?
Highfields, my neighbourhood, often carries a certain reputation, but those of us who live and grew up here know that it’s no different from any other inner-city area. We witness the hard work put in to build a community hub for numerous families. Many of us have moved away, but it's only when you leave that you realise the value of having all your amenities nearby. Whether it's your local Kadiri Newsagents with a friendly face willing to extend you £2 credit or the places of worship just a stone’s throw away, it's the little things that truly make home feel like home.
What would be the perfect itinerary for a weekend getaway?
For a perfect itinerary in Leicester City, plan your visit during one of the major festivals. Immerse yourself in the vibrant cultural celebrations happening throughout the city. Head to the Space Centre and museums. Explore the quirky shops of Clarendon Park and take a tour of the street art, we have the Europe’s tallest street art. Finally, satisfy your taste buds, make reservations at the restaurants, or enjoy one of our famous take outs delivered right to your room.
What is your favourite hidden gem in the city?
My favourite hidden gem is Coffee Maison, a charming coffee shop located on Evington Road. I may be a bit biased because it was founded by me and my friends and is now owned by one of us. The menu remains unchanged, and I highly recommend trying the egg muffin. Another vibrant spot is Clarendon Park, known for its eclectic shops and artistic ambiance – it always has a great vibe.
How does your city differ from other major cities in the UK?
Leicester, one of the UK’s first ethnic majority cities, has become a vibrant melting pot of cultures and backgrounds. This fusion truly blossomed when Leicester City won the Premier League during the 2015-2016 season. The celebrations brought everyone together, with lively street parties featuring the beats of dhols and the sound of horns. It was a fantastic experience! (Yes, I’m aware of the subsequent relegation – sad times).
Is there one thing that really defines your city and makes it unique?
Well, we have King Richard III randomly found buried in a car park, you can’t get more random and unique than that! Does that count?
Check out more from Jeeda on Instagram @jeedajoseph
Our MYcity Series aims to highlight various cities within the UK, imparting knowledge about its history, culture, fashion, art, food, and everything in between. If you would like to get involved and represent your city, contact: OffspringHQinfo@office.co.uk
