100proof started out as a cult streetwear label in Cape Town in 1998, and then transformed into a media stream in the noughties, through the dissemination of 100ProofTRUTH (2002-2006) which documented street-food, street-art, street-wear and street-sounds. This led to the publication of THE URBAN COOKBOOK (Thames & Hudson 2008) which was the first time a global publisher had looked at street food as a cultural phenomenon. Followed by STREET KNOWLEDGE (HarperCollins 2010).