Rocawear

Rocawear was created in 1999 by Rockafella"Jay-Z" Carter and Damon Dash. Rocawear has annual sales of around $700 million. Known for its hip urban style from jeans, to tops, Rocawear started its brand expansion through licensing pacts to develop lines for children and juniors which inlucded socks, sandals, leather apparel and suede clothing. Rocawear also moved into making handbags and belts, lounge wear, big and tall, headwear, jewellery, fragrances and sunglasses. Jay-Z promoted the brand and its line by wearing 9lX fragrance for men and their street clothing in performances and Damon handled the business end. Later they signed up Charlotte Ronson as singer and designer.

Charlotte Ronson was signed as a singer and designer and in 2000, Rocawear signed a contract with Midway Games to design clothing for the PlayStation character "Afro Thunder.

Rocawear is now one of the biggest clothing lines in all of fashion. The Rocawear brand embodies the lifestyle and glamour of its famous founder, Jay-Z. Rocawear built success on the quality of their clothing. Rocawear clothing is now sold in countries all over the globe. R&B superstar Ciara has signed to be the face of Rocawear. In the past Naomi Campbell joined Victoria and David Beckham as celebrity representatives.

In March 2007, Jay-Z sold the rights to the Rocawear brand to Iconix Brand Group for about $204 million. Jay-Z will retain his stake in the company and will continue to oversee the marketing, licensing and product development.

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