Case Study: The Best and Worst Hip-Hop Fashion Lines
Established in 1999 off of the success of Shawn “Jay-Z” Carter, Rocawear quickly became the destination brand for street savvy consumers. Initially offering young men’s sportswear, the brand expanded into other avenues, which today includes a line for children, juniors, socks, handbags and belts, big & tall, headwear, jewelry, men and ladies footwear, ladies intimates and men’s loungewear/underwear. The line has annual retail sales of $700 million and has become an international brand with offices in the UK, Japan, Canada, Europe, Korea, Middle East and Russia.
“[Rocawear] is one of the best brands since it is able to stand on its own and not be dependent on the success or status of the celeb,” notes Bentz. She also says the best move for the line was when Jay-Z sold Rocawear to Iconix Brand Group, an award winning leader in promotion, in 2007 for $204 million, though he still owns stakes in the company and maintains control over marketing, licensing and product development.