"Rocawear is the Blueprint, isn't it?" by Pennivy

Nowadays, it's common to see everyone from the hardest rappers to reigning hip hop divas spear heading their own fashion labels and clothing lines. Not everyone has the unique blend of swagger, business acumen and marketability to make a label hot,however. Popular artists like Eminem (Shady Ltd) and Nelly (Apple Bottoms) both have lines that have under whelmed, while other ventures have had amazing success (Phat Farm, Sean John, Baby Phat and Rocawear). So what exactly does it take to be successful in the urban clothing wear industry?

Let's all take a lesson from Jay-Z and Rocawear. Co-founded by Damon Dash, Kareem "Biggs" Burke and Jay-Z, the Rocawear label has flourished since its debut in 1999. Now 8 years later, Rocawear is one of the top urban brands of its time, listing annual sales of $700 million. The label can attribute a large part of it's success to the continuous versatility and steady growth. Despite the tumultuous falling out between Jay-Z and cofounders Dash and Burke in 2006, Rocawear has continued to thrive. The Spring 2007 line has one of the freshest twists on urban clothing this season. The fabrics, color patterns and even textures of this season's offerings subtly incorporate the theme of Jay-Z's 'Water for Life' initiative and his journey to Africa. Called the "World Tour" this prominent, urgent, relevant theme makes us feel like we are seeing Rocawear for the very first time.

Then in a shocking and unprecedented move, Jay-Z announced last week (week of 2/5.07) the sale of the rights to the Rocawear brand to Iconix Brand Group (owner of Candie's and Joe Boxer), for $204 million. Some are wondering if Jay-Z is putting the label's best interest or his own first. Although Jay-Z will remain the chief creative officer of the Rocawear brand, what will this change in leadership mean for the brand, it's image and future...only time will tell.




Source: Pennivy - Writer for HipHopRuckus

-If you have questions or comments for Pennivy, contact her by email