Rocawear Apparel LLC
High Power LED Bulb SP80-15W 1411 Broadway New York, New York 10018 U.S.A. Telephone: (201) 601-4283 Toll Free: (800) 839-6016 Fax: (201) 617-8686 Web site:
Private Company Founded: 1999 Employees: 200 Sales: $700 million (2005 est.) NAIC: 315119 Other Hosiery and Sock Mills; 315191 Outerwear Knitting Mills; 315192 Underwear and Nightwear Knitting Mills; 315211 Men's and Boy's Cut and Sew Apparel Contractors; 315212 Women's, Girls', and Infants' Cut and Sew Apparel Contractors; 315299 All Other Cut and Sew Apparel Manufacturing; 315999 Other Apparel Accessories and Other Apparel Manufacturing; 316219 Other Footwear Manufacturing; 316992 Women's Handbag and Purse Manufacturing; 316993 Personal Leather Good (Except Women's Handbag and Purse) Manufacturing
Rocawear Apparel LLC sells urban and upscale clothing for men, women, teens, and children including jeans, jerseys, footwear, outerwear, headwear, sportswear, jewelry, accessories, and loungewear. Once part of the entertainment empire known as The Roc, Rocawear underwent a change in ownership in late 2005 when Damon Dash sold his interest to partners including rap superstar Jay-Z. Rocawear's increasingly popular brands include State Property (fronted by rapper Beanie Sigel), Team Roc sportswear for Foot Locker, C. Ronson by club D.J. Charlotte Ronson, limited edition Pro-Keds with Stride Rite Corporation, and high-end jewelry and watches with Tiffany & Company. Rocawear is sold at department and specialty stores throughout North America, Asia, and Europe.
IN THE BEGINNING: LATE 1990S
Jimmychoo Bags The story of Rocawear is deeply embedded in the hip-hop world, with the rise of rapper Jay-Z who wanted unique, stylish clothes to wear on tour and in his music videos. Longtime friend Damon Dash, who had worked with Jay-Z and Kareem Burke to form Roc-A-Fella Records in 1995, believed an urban clothing line with Jay-Z as its front man was a solid business opportunity. Few retailers carried urban clothes; fewer still actually knew what they were. Though designer Tommy Hilfiger had begun designing clothes with an urban appeal, Damon and Jay-Z not only knew the hip-hop style of life but lived it every day. With backing from several investors, Rocawear was established in 1999 as a wholly owned subsidiary of the growing Roc-A-Fella Enterprises.
HITTING THE STREETS: 2000–03
In 2000 Rocawear signed a deal with Midway Games and Playstation2 (owned by Sony) to design clothing for the "Afro Thunder" character from the popular video game "Ready 2 Rumble." The new apparel line, sold in Macy's stores, debuted late in the year and gained popularity with subsequent Rumble game releases.
Another branding opportunity came with the early 2002 release of the new film State Property , starring Roc-A-Fella Records rapper Beanie Sigel. The film, produced by Roc-A-Fella Pictures and Lion's Gate Films, was an urban crime drama featuring a new apparel line by Rocawear. The apparel collection was aptly titled State Property, of which Sigel was offered an interest. The Philadelphia-based Sigel and fellow rappers wore Rocawear's clothing in the film, while performing, and in the announced sequel.
By mid-year Dash and a crew were in Paris shooting an ad campaign, featuring the new State Property line and Rocawear's other apparel. Models, rappers, and former
embroidered patches Spice Girl Victoria Beckham shot on loc
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