brand
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.
Modehistoria
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.
