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Industry Apparel
Founded 1999 by Shawn "JAY-Z" Carter and Damon Dash
Headquarters New York, United States
Key people Shawn "Jay-Z" Carter (CEO)
Products Clothing, footwear, fragrance and fashion accessories
Revenue $700 million (FY 2007)
Owner(s) Iconix Brand Group

Rocawear is an American clothing manufacturer based in New York. It was created in 1999 by Roc-A-Fella Records co-founders Damon Dash and Jay-Z,[1] and has had annual sales of $700 million.[1] Rocawear expanded its brand through licensing pacts to develop lines for children and juniors; socks and sandals; leather, suede, and fur outerwear; handbags and belts; lounge wear; big and tall; headwear; jewelry; and sunglasses; as well as co-branded product with Pro-Keds, State Property, and Team Roc.

On April 21, 2007, allegations were made of raccoon-dog (tanuki) fur being used in two styles of jackets; Rocawear pulled all of the garments from the department stores where this product was shipped. A representative of Rocawear stated the company was unaware the fur was being used and had notified manufacturers it was not permitted. The items, in addition to being pulled from department stores, were also removed from the brand's official website.[2][3][4][5]

R&B superstar Ciara signed to be the new face of Rocawear.[when?]

In March 2007, Jay-Z sold the rights to the Rocawear brand to Iconix Brand Group for $204 million. Jay-Z will retain his stake in the company and will continue to oversee the marketing, licensing, and product development.[1][6]

In March 2009, Rocawear launched its first social networking site, offering style news, music, fashion, and cultural connections.[7]

In August 2011, Jay-Z confirmed via Twitter that Rocawear had partnered with Pharrell Williams' clothing label, Billionaire Boys Club.[8]

In 2012, Rocawear was a €490 million clothing business.[9]


  1. ^ a b c "Iconix to Buy Rocawear, Jay-Z's Clothing Line". New York Times. Reuters. 7 March 2007. Retrieved 20 May 2013. 
  2. ^ Josh Grossberg (2007-01-16). "Jay-Z Dogged for Pimpin' Faux Fur". E! Online News. [dead link]
  3. ^ Rocawear Accused of Using Real Animal Fur on "Faux" Fur Jackets. XXL Magazine. 16 January 2007. Retrieved 20 May 2013. 
  4. ^ "Is Your Fur Fake, Or Is It Fido". MSNBC. Associated Press. 23 February 2007. Retrieved 20 May 2013. 
  5. ^ Johnson, Richard (18 January 2007). "Forbidden Fur". New York Post. Retrieved 20 May 2013. 
  6. ^ "Jay-Z: Down To 98 Problems Yet?Y". MTV. 2007-02-07. [dead link]
  7. ^ Adaso, Henry (18 April 2009). "Rocawear Dives into Social Networking Pool with Roc4Life". Guide. Retrieved 20 May 2013. 
  8. ^ Gregory, Jason (4 August 2011). "Jay-Z Partners With Pharrell Williams Fashion Label Billionaire Boys Club". Retrieved 20 May 2013. 
  9. ^ Chevalier, Michel (2012). Luxury Brand Management. Singapore: John Wiley & Sons. ISBN 978-1-118-17176-9. 

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