99×99s by Luke Stephenson, a photographer based in London, United Kingdom, captures a quintessential dessert that, as It's Nice That puts it, is in line with France's traditional crepe and New York's dollar pizza. For those unfamiliar with the term 99, it refers to a swirl of vanilla ice cream spat unceremoniously into a flimsy synthetic cone. Devoured by thousands, it is a staple of little nutritional value, but loved by many.
Currently vying for funds on Kickstarter, 99×99s by Luke Stephenson is the result of a 25 day journey across the length and breadth of the country in a mini camper van documenting the highs and lows of its ice cream trade. He hopes to turn it into a book.