As you know, we always try to keep the community at the heart of everything we do, giving out opportunities to showcase their talents , and Arron a.k.a @awm.photo is someone who’s been on that journey with us from the very beginning.
From his independent photography projects to highlighting the importance of documenting sneaker culture and community on his own initiative, and brand shoots for us, Arron has become a real OS success story. What started within the scene has grown into opportunities with some of the world’s biggest brands — from Nike to adidas and beyond.
More than just building a career in photography, he’s established himself as an important figure within the UK sneaker community — someone others can look up to, learn from, and use as inspiration for carving out their own path.
Below, we catch up with Arron to talk sneakers, culture, community, and the journey so far.
Tell us about yourself.
My name is Arron Watson-Mcnab, I'm a freelance photographer from London. Majority of my work sits around footwear and the communities around it. I also have a love for music, notable hip-hop, and sport.
What influenced you as a kid, what got you into sneakers?
Mosts Birthdays and Christmas' I was fortunate enough to get a pair of trainers but at the time I didn't really think much of it and was more focused on the latest game or football boots. Looking back, boots were my first realisation that footwear can mean something more than just product. The moment I put on those Nike Mercurials, I was Ronaldo (R9) and no one could tell me otherwise.
What's your favourite sneaker memory, do you have a pair that means the most to you?
A recent one that comes to mind is the Premium Goods x Air Max 1. After much hesitation, I booked a last minute trip to go to Paris Fashion Week with the intention of documenting everything sneaker related. I ended up capturing some of the first sightings of the pair as Clarence (Premium Goods) handed a pair to Clint. We connected and out of pure generosity he later sent me a pair.
For me, the shoe represents taking a risk and betting on myself. It also marks the start of my portrait series.
What's been a project you've worked on that's stood out to you most?
Definitely my self-initiated work, From The Sole being my main one. It's something I built from genuine curiosity and interest, and has opened doors I couldn't have planned. Most notably interviewing Usain Bolt for SneakerFreaker was a moment that arrived directly from this project. As a proud Jamaican, I have fond memories of gathering as a family to watch his races.
Tell us more about From The Sole, where did the idea come from?
After being around the footwear community for a few years, I kept hearing stories attached to identity, crazy pursuits of pairs spanning across years, if not decades, and memories tied to family, friends, and more. I felt like these stories need to be told and when I looked into how footwear was being documented, it often felt like it was being told through other cultures but rarely from footwear outward.
I wanted to focus on peoples relationships with their shoes, and the journeys that takes them on. I've been doing this through capturing events, the 'Soletraits' series, and other formats I need to finish up!
It's less about product and more about the life attached to it.
How do you keep track of all the people you shoot?
Those who know me know, I am pretty particular about my file management. I have detailed spreadsheets of everyone I've shot, structured by brand, with notes of what they were wearing, the date/location captured, and quotes about the pair. I enjoy the process of receiving the latest roll of film and spending a few hours logging everything, organising images, and refining layouts.
It's been nearly a year shooting these portraits and I'm approaching 400 people. Having this structure has allowed me to start spotting pattern, insights, and stories that sit within the wider project.
At this point, it feels less like a series and more like an on-going archive.
Why do you think it is important to document sneaker culture?
It's mostly about preservation of something I'm passionate about. From the outside, sneakers can look like hype or trends, but when you speak to people from the culture, there's real meaning behind most pairs.
I'm just trying to share those insights, giving people a deeper look into the community for those who are interested.
Ultimately, I want to be able to look back 10 years from now and remember the releases, events, and stories and celebrate all the people who shape the culture.
What advice would you give to someone who's starting to get into photography?
Stay shooting! Early advice I had was to treat photography/art like the gym. It's a muscle. The more you use it, the stronger it gets, and when you stop, its harder to get back in that rhythm of creating.
I have a camera with me at all times, just capturing what feels interesting in the moment keeps it fun and removes the pressure from working on briefs. Whether it's an interesting texture or shape of a building, it keeps me engaged with how I see the world.
Simple but I would recommend.
What sneakers are in your current rotation?
Honestly, most days it's whatever's closest to the front door. Sometimes I don't have to overthink.
Currently, it's the Salomon XT-6 and Basement x New Balance 1906R Night Chrome. It will have to change for the summer!
You've been in the community for a long time now, what's been one of your highlights?
There's a few stand out moments for sure, like being featured in the adidas campaign with OFFSPRING. A nerve wracking experience but one I'm really grateful for. However, just meeting like-minded people and forming friendships over the years has been the most meaningful part.
What does community mean to you?
A shared identity while celebrating differences. Footwear may be the common ground but the taste, background, and stories are different. However, there's a level of understanding and respect.
QUICKFIRE ROUND
If you could shoot someone dead or alive, who would it be?
Simple answer is Michael Jordan
Latest pickup?
V.A.A. x Jordan 1 'Alaska'
Most anticipated event of the year?
World Cup, would be great to be documenting from a fashion/footwear point of view.
