Rocawear
Rocawear is an American hip-hop clothing brand founded in New York in 1999 by Damon Dash and Shawn "Jay-Z" Carter. It sells streetwear, footwear and accessories, largely through licensing.
| Founded | 1999 |
|---|---|
| Founders | Damon Dash, Shawn "Jay-Z" Carter |
| Headquarters | New York, United States |
| Model | Licensing-led |
| Website | rocawear.com |
What is Rocawear?
Rocawear is a New York streetwear brand created in 1999 by Damon Dash and Shawn "Jay-Z" Carter, both co-founders of Roc-A-Fella Records. It became one of the defining hip-hop fashion labels of the 2000s.
History
Dash sold his stake in 2005, leaving Jay-Z as sole owner. In 2007 Jay-Z sold the brand's intellectual property to Iconix Brand Group while keeping a stake and continuing to oversee marketing, licensing and product development. Under a 2019 settlement with Iconix, he repurchased the intellectual property.
Marketing has drawn on music and entertainment, including a 2007 campaign fronted by singer Ciara.
Products and positioning
The range covers clothing, footwear, fragrance and accessories, from outerwear in leather and suede to loungewear, headwear, handbags, belts, jewellery and sunglasses, plus big and tall sizing.
- Licensed children's and juniors' clothing
- Co-branded lines with Pro-Keds, State Property and Team Roc
Why it matters
Rocawear is a landmark in the commercialisation of hip-hop culture, demonstrating how artist-founded labels could grow into broad lifestyle brands through licensing.
Frequently asked questions
Who founded Rocawear?
Rocawear was founded in 1999 by Damon Dash and Shawn "Jay-Z" Carter, co-founders of Roc-A-Fella Records.
Who owns Rocawear?
Jay-Z sold the brand to Iconix in 2007 and repurchased its intellectual property in 2019.