Lekondo'sOntology of Fashion Brands

2116 brands

Clothing is expression without explanation. It influences how you're seen and how you see yourself. Patterns of taste, mood, discipline, excess, and restraint repeat across time and culture. This is our guide to making that language visible.

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Rocawear

Rocawear is an American lifestyle brand rooted in hip-hop culture. Its core aesthetic features urban streetwear, including denim, outerwear, and graphic apparel. The brand represents the ethos of street-level ambition and the global expansion of hip-hop subculture into mainstream fashion.

Fashion History

Founded in 1999 by Shawn "Jay-Z" Carter and Damon Dash, Rocawear emerged as an extension of Roc-A-Fella Records. It played a significant role in the late 1990s and early 2000s by integrating hip-hop identity with mass-market retail. In 2007, the brand was sold to Iconix Brand Group for 204 million dollars. Its success established a template for music artists to transition into fashion moguls, influencing the trajectory of modern streetwear.

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