This idea started as a bit of a throw away comment in the studio, but when we started talking about more seriously we realised there might be something in it (no pun intended). For non-Brits, innit has become a ubiquitous term amongst London’s youth over the last 15 years or so. From humble London beginnings, it has spread out across the country.
For some people, ‘innit’ is just another tag question, a contraction of ‘isn’t it’. But kids in urban Britain are using ‘innit’ to cover a wider and wider range of situations (From the BBC).
For some, ‘innit’ is a nuisance, an indication of slipping standards in communication skills (there’s a great story about that here). But ‘innit’ is something that London can claim as its own. It’s something that unites a generation, crossing race and class. It also sets up a brand that’s a bit cheeky, with a bit of an attitude. Something which matches the mood of the city.
Building on ‘innit’, we’ve started to look at ‘in it’. As in, everything happens in London. You’re invited into London etc.