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Industry Apparel
Founded 1999
Headquarters New York, United States
Key people
Shawn "JAY-Z" Carter (CEO), Damon "Dame" Dash
Products Clothing, footwear, fragrance and fashion accessories
Revenue $700 million (FY 2007)
Owner Iconix Brand Group

Rocawear is an American clothing retailer based in New York. It was created in 1999 by Roc-A-Fella Records co-founders Damon "Dame" Dash and Shawn "JAY-Z" Carter,[1] and has had annual sales of $700 million.[1] Rocawear expanded through licensing to sell clothes for children and juniors; socks and sandals; leather, suede, and fur outerwear; handbags and belts; lounge wear; big and tall; headwear; jewelry; and sunglasses; as well as co-branded product with Pro-Keds, State Property, and Team Roc.

R&B singer Ciara signed to be the new face of Rocawear in 2007 for the 'I Will Not Lose' campaign. Chris Brown, Memphis rap collective Three 6 Mafia, radio personality Ebro Darden, Toccara and Rich Boy were amongst the other celebrities who were part of the campaign.

In March 2007, Jay-Z sold the rights to the Rocawear brand to Iconix Brand Group for $204 million. Jay-Z will retain his stake in the company and will continue to oversee the marketing, licensing, and product development.[1][2]

In March 2009, Rocawear launched its first social networking site, offering style news, music, fashion, and cultural connections.[3]

In August 2011, Jay-Z confirmed via Twitter that Rocawear had partnered with Pharrell Williams' clothing label, Billionaire Boys Club.[4]

In 2012, Rocawear was a €490 million clothing business.[5]


  1. ^ a b c "Iconix to Buy Rocawear, Jay-Z's Clothing Line". New York Times. Reuters. 7 March 2007. Retrieved 20 May 2013. 
  2. ^ "Jay-Z: Down To 98 Problems Yet?Y". MTV. 2007-02-07. Archived from the original on March 9, 2007. 
  3. ^ Adaso, Henry (18 April 2009). "Rocawear Dives into Social Networking Pool with Roc4Life". Guide. Retrieved 20 May 2013. 
  4. ^ Gregory, Jason (4 August 2011). "Jay-Z Partners With Pharrell Williams Fashion Label Billionaire Boys Club". Retrieved 20 May 2013. 
  5. ^ Chevalier, Michel (2012). Luxury Brand Management. Singapore: John Wiley & Sons. ISBN 978-1-118-17176-9. 

External links

  • Rocawear official website
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