99 x 99 by Luke Stephenson

“99x99s is a photographic road trip exploring the world of the 99 ice cream. Over 25 days and 3,500 miles I travelled deeper and deeper into the story of this British icon and the culture that made it.”
“As I traveled from place to place I became fascinated by the human touches that make each cone unique and the stories which shroud the 99 in mystery.”

—Luke Stephenson