About the Brand

Rocawear continually reinvents what’s hot, as it defines a lifestyle for today’s young, hip consumer. The brand’s attention to detail has given Rocawear an appeal beyond its core urban consumer. With over 30 million records sold annually through the ROC music presence, Jay-Z not only creates culture in music and in fashion, but also has turned Rocawear into a way of life.

Launched in 1999, Rocawear immediately staked its claim in hip-hop history by becoming the brand of choice for street-savvy consumers. Today, the brand is a dominant lifestyle apparel brand for a wide range of customers, and has expanded its appeal beyond the national borders and has become a brand of international significance. The Rocawear marketing machine remains one of the most formidable in the entertainment business.

Brand Position:

Men, Women and Kids, ages 12-30
Mainstream and underground urban lifestyle

  • Available in over 2,500 doors including Macy’s and Dillard’s
  • Sold in over 25 countries through the international success of multi-platinum artist Jay-Z, including North America, Brazil, Europe, Asia and Middle East
  • 16+ product categories include apparel, footwear, watches and fragrance

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