Rocawear Clothing founded by Shawn "Jay-Z" Carter, Damon Dash, and Kareem "Biggs" Burke has become the premier Hip-Hop clothing line worldwide. It's an urban line that features many significant design first, and brought together by some incredible leaders in the Hip-Hop music industry. Shawn "Jay Z" Carter, Kareem "Biggs" Burke, and Damon Dash started the clothing line after the Roc-A-Fella Records producing company had established itself as the future of the recording industry. It was the hope and endeavor of the three partners to also establish the Rocawear Clothing line as the most sought and stylish clothing line for men.
Consumers will find a relaxed fit clothing design, intended for the off hours in an urban environment. This proves to be an incredible step forward for the Hip Hop evolution into a global lifestyle that touches lives in some of the most remote locations. The clothing provides the street savvy customer with incredible design, and detail that was previously unmatched by any clothing designer. This has facilitated the spread and popularity of the clothing line, front lined by its music mogul founders, Jay-Z, and his partners. Over the last 12 years Rocawear has become the standard of the urban apparel corner of the industry.
Some changes have come about since the 1995 inception of the hip hop clothing line. One of the most obvious changes is the expansion from the original customer target of the street savvy young man into children's wear, women's attire, shoes, loungewear, handbags, jewelry, outerwear, and more. The expansion of the urban clothing line continues to prove the trend setting standard of the urban apparel industry is still under their domination.
A more surprising change came earlier in 2007, when the most well known face associated with Rocawear and related musical endeavors, Jay-Z, sold the rights to the brand to a group called the Iconix Brand Group, for $204 Million. Jay-Z retains his share and stake in the company, as well as continues to manage the marketing, licensing and product development for the line. Thus much of the day to day has not changed since the sale. The sale came after the brand was hit with allegations about some of the items in their fur-lined clothing was raccoon fur. Having no previous knowledge of the type of fur used, they pulled the clothing from the department stores and addressed the issue with the clothing makers who put it together.
Even with some turbulence and change over the years, Rocawear continues to be a focal point of style, fashion and the urban lifestyle. It only further establishes that is a powerhouse in the clothing industry and a force to reckon with in the Hip-Hop world.
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