Sean “Diddy” Combs made a somewhat inconspicuous debut into the fashion world with the launch of Sean John. The collection began with mostly jeans, t-shirts and velour track suits, but now boasts $500 million in annual sales.

“We have been able, in the U.S., to break down color barriers and break down stereotypical barriers,” Combs recently told CNN. “A lot of people, if they see somebody of color, they may think, ‘Oh, it’s the baggy clothes. It’s Hip Hop clothes.’ Our line is directly the opposite. It’s pure fashion, elegant, sophisticated and fun.”

Combs mentioned strategic partnerships, such as his 2009 deal with Home Shopping Network. During a 40-minute appearance, Combs reportedly raked in $400,000 by selling over 5,600 units of his fragrances “I Am King” and “Unforgivable.” Earlier this year, Combs also signed a deal to have Sean Jean featured exclusively in 400 Macy’s retail stores.

In addition to Sean John, Combs also has partnerships with MasterCard, Ciroc Vodka and Monster via Dr. Dre’s Beats headphones.