Launched in 1999 off the success of cofounder Shawn “Jay-Z” Carter, ROC is an extension of Jay-Z’s relentless passion, creative energy, and contribution to hip-hop. He saw the potential in expanding the culture beyond the realm of music, initiating the birth of ROCAWEAR, hip-hop’s original label. A brand that would give his fans access to high-quality products, style and experiences.

Never claiming to be a celebrity brand, ROCAWEAR was a vision and a way to outfit and engage a captive worldwide audience of fans. Today, Rocawear continues to channel that same energy.