The Label
Launched off of the meteoric success of co-founder, Shawn "Jay-Z" Carter, The ROC represents a borderless, global lifestyle. With Roc-A-Fella Records serving as he initial launch pad, The ROC realized its prowess in creating culture far beyond the realm of music. Hence, the birth of the apparel company, Rocawear. Like Roc-A Fella Records, Rocawear quickly staked its claim in hip-hop history becoming the destination brand for street savvy consumers. Rocawear maintains a focus of providing clever innovation in fabrication, application and design to its customer. It has been the brand’s attention to detail that has pushed Rocawear’s appeal beyond its core urban customer. Ten years have passed since the genesis of The ROC...and a dynasty now reigns.
The Label
In less than a decade, Baby Phat by Kimora Lee Simmons has positioned itself in the world of fashion as the premiere female hip-hop brand. Sassy, sexy, and stylish, Baby Phat first hit the scene as a publicity tool when tiny tees with the clever name Baby Phat were produced to electrify a Phat Farm runway show. When celebrities, supermodels and tastemakers began wearing the baby tees, a phenomenon grew, and a decision was made to launch an entire Baby Phat sportswear collection. A lifestyle brand was born.
In 1998, Kimora Lee Simmons was the natural choice to create, direct and establish the new denim label. She knew the brand’s success would rely on her ability to merge the worlds of high fashion and hip-hop. Kimora’s experience as a top fashion model, her marriage to Russell, her innate sense of style and her affinity for the finer things in life, would put Baby Phat at the forefront of the urban luxury movement.
The Label
Rapper/producer/restaurateur/actor Diddy aka Sean John Combs remains a man of many talents. In 1998, Diddy added designer to his list of monikers with the launch of the Sean John clothing line for men. One of the early music-celebrity fashion ventures, Sean Jean started as a street-smart solution to urban style—complete with the expected hoodies, hats and T-shirts—but has grown to include pricey designer apparel like suits, outerwear and lots of fur; there’s also a specialty store jeans line called Blue, and a women’s wear line that debuted in 2003. For the most part, the collection manages to maintain street cred while earning the fashionista stamp of approval: In Sean John’s first year, Diddy was nominated for the CFDA Perry Ellis Award for Menswear, and in 2004, he collected the fashion equivalent of an Oscar as CFDA Menswear Designer of the Year. Yet another line is the up-coming Sean by Sean John, a more elegant collection that generated pre-launch buzz for its ad campaign featuring Penelope Cruz.
