Ronson line had paid off, as her sales neared the $1 million mark.ĭash was on a roll in 2003 with the success of Rocawear and its various clothing lines (bringing in upwards of $300 million in sales), as well as Roc-A-Fella Records and Roc-A-Fella Films. Ronson had designed a new menswear line, and brought in her DJ brother Mark and twin sister Samantha, who was finishing an album for Roc-A-Fella Records, as part of the campaign. Ronson, shot its first advertising campaign in the Rocawear showroom. By the following year, Charlotte Ronson's apparel line, C. To this aim, Rocawear unveiled a new slogan: "It's not where you're from, it's what you Roc," and relocated its offices from Seventh Avenue to a 35,000-square-foot showroom in New York City's garment district at the end of 2002. While Rocawear had firmly established itself in the United States as an urban "lifestyle" brand, racking up sales of about $120 million, Dash was bent on worldwide domination. Rocawear also opened an office in Amsterdam to handle its international interests. Models, rappers, and former Spice Girl Victoria Beckham shot on locations around the legendary City of Lights, in a campaign Dash hoped would appeal to European consumers. The Philadelphia-based Sigel and fellow rappers wore Rocawear's clothing in the film, while performing, and in the announced sequel.īy mid-year Dash and a crew were in Paris shooting an ad campaign, featuring the new State Property line and Rocawear's other apparel. The apparel collection was aptly titled State Property, of which Sigel was offered an interest.
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. 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.Īnother branding opportunity came with the early 2002 release of the new film State Property, starring Roc-A-Fella Records rapper Beanie Sigel. She signed with Rocawear for financial backing and distribution, so the 21-one-year-old Ronson was able to concentrate on the creative aspects of the business. Ronson wanted to design her own clothing line, but had no experience or knowledge of the apparel industry. Soon after the company began, Dash brought singer Charlotte Ronson into the fold. A key factor in the success of the firm was Dash and Jay-Z's contacts in the music world and the relatively new use of co-branding. With backing from several investors, Rocawear was established in 1999 as a wholly owned subsidiary of the growing Roc-A-Fella Enterprises.Īt Rocawear, Dash handled the business end while Jay-Z and Burke, known as "Biggs" in the rap world, continued to write and perform music, wearing the apparel.
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. Few retailers carried urban clothes fewer still actually knew what they were.
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. 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. Rocawear is sold at department and specialty stores throughout North America, Asia, and Europe. Charlotte Ronson, limited edition Pro-Keds with Stride Rite Corporation, and high-end jewelry and watches with Tiffany & Company. Rocawear's increasingly popular brands include State Property (fronted by rapper Beanie Sigel), Team Roc sportswear for Foot Locker, C. 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 Apparel LLC sells urban and upscale clothing for men, women, teens, and children including jeans, jerseys, footwear, outerwear, headwear, sportswear, jewelry, accessories, and loungewear.
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