The Rocawear clothing company emerged in 1999. Damon Dash and Jay Z co-founded the entity, as an extension to the Rocafella record label that they had established together a few years earlier. Initially the two creative geniuses worked together to enshrine their hip hop royalty through fashion. Jay Z was reaching superstar magnitude and it was only a matter of time before he would become one of the richest rappers in the history of hip hop. Creative differences got the best of the brilliant team, and Dame had to sell his stake in the company.
In early 2007, Jay Z sold Rocawear Clothing to The Iconic Brand Group. He completed negotiations to remain the face of the company that he developed including through marketing, licensing, and the making of the actual product. Without Jay Z being involved, it would have been hard to see Rocawear continue it's success.
Rocawear clothing now offers a trendy women's selection and also has clothing for boys and girls. Using the power of social media, Rocawear remains relevant as ever, through smart ad campaigns and keeping Jay Z front and center in the movement. Young hip hoppers are going to be wearing Rocawear for years to come because they offer more shirts, jackets, underwear, and critically acclaimed sweaters, with a one of a kind flavor, than about any other brand.