Jay-Z Expands Scope Of Rocawear, Says It's More Than Just Streetwear

Hov seeks to expand the reach of his clothing brand with a new marketing campaign.

As Jay-Z's musical palette expands, so does his target audience for his clothing brand Rocawear.

Hov has launched a new online marketing campaign consisting of 37 short videos featuring a bevy of musicians, poets and artists from all walks of life.

The videos symbolize Rocawear's transition to a mainstream, all-encompassing clothing brand.

“We are a great American brand. We don’t envision ourselves as an urban brand or streetwear brand,” said Jay-Z. “We wanted to show people how we’ve evolved and repositioned ourselves, without abandoning our original DNA.”

“It’s all walks of life," continued Jay. "When I played the Glastonbury music festival people said a Hip Hop artist couldn’t play a rock festival. But culture isn’t segmented like that any more. There’s so much [sic] cross-pollinization and the same thing is true for clothes."

Additionally, Rocawear is opening a pop-up shop at 201 Mulberry Street in Manhattan's NoLIta neighborhood. The space will serve as, rather than a store, a brand showcase for people to come and give their impressions of the brand.

The campaign videos can be viewed at thatsrocawear.com.

RELATED: Jay-Z Explains Why Rap Should Be Considered Poetry


  • YoungJaybo ProduceroftheYear SuperflyGuy'IndustryThreat

    this nigga 41 yrs old...

  • sharktwain

    this dude is so wack

  • robert fled

    actually its not his clothing brand.... but hey its nots like he said when i flipped rocawear i told em give me mine in cash help a nigga come up cafepress.com/sayitloudest


    A REAL NIGGA WOULD MAKE DIAMOND SUPPLY COMPANY AND BBC CLOTHING FOR LIKE $20 LOL!! so fuck this jigga nigga and his stupid ass tight jeans, nigga is 37 or something and fat as hell

  • Anonymous

    do dey come wit bapes and red monkeys fuck outta here!!!!

  • Jeff

    I'll rock the button ups and jeans if they're respectable. If it's trashy I won't go 2001 on them, but I'm pretty sure he knows what he's doing business wise and evolving is the key. It's 2011 now, a large part of that era have grown and have careers now, so business wise it only makes sense to expand.

  • 80 GRAND

    Nah Jigga, i aint gonna support them tight ass jeans or anything else you wanna promote. I love you as my brother, but i am disgusted with your actions. You lied to the people you fcuking sellout!

  • ICe-t

    Rocawear was gangsta clothes back in the begining of 2000 Now rocawear is sellin tight ass jeans and golf caps

  • truegiftednigga

    nigga it aint 2001 no mo niggaz aint rockin that raggedy ass shit no more... fuck outta here bruh. we dont fuck wit dat boy. but dont get it twisted, we not on some gay ass tight pant shit neither nigga

    • na'mean

      kenneth cole/buffalo/evisu/ 150-500 a pair not skinny not baggy just some real nigga shit na'mean ,fuck mj and hanes nigga we go all armani v neck white tees nigga na'mean european style stripe hoodies that expand the muscle core base around the biceps na'mean lacoste all white sneakers with the custom laced green gator on both sides na'mean,d&g boxers with italian flag on my ball sack location na'mean step ya game up niggaz na'mean swag

    • Anonymous

      Fuck those $300 True Religion jeans!! Levi's all day!!

    • d

      501 levis bitches!!! get yall shit 2gether haha

    • stretch

      true religions that what we r wearing. Not skinny but not baggy at the same time.

    • Anonymous

      Then what are yall rocking you stupid fuck??

  • G($)

    Jeans were cool in like 2003, but nowadays the stuff looks like this http://www.drjays.com/shop?cmd=imagepop&prodid=1079010&imgstr=4-464-580-7466345&prodname=rcwear-henley&catname=rocawear Tasteless, tired, uninspired, uncreative

  • dlp

    Nobody wears Rocawear anymore...Jay, drop dead...

  • Vadim Panteleev

    Game feat Justin Timberlake & Pharrell - Ain't No Doubt About It http://www.youtube.com/watch?v=446Id_mLlFg premiere!!!

  • Scottie Minor

    look at all these wiggas on a black website trying to be black…white people still feel they can comment on hip hop… how can u comment on something if its not a part of your culture… white people try so hard to be black.. you know how stupid u look when u try and act and dress black… they made a movie making fun of white people trying to be black (malibu most wanted)… how does it feel to listen to something u can’t relate to… for an example.. when you listen to nas (second childhood)or (destroy & rebuild) or too short (the ghetto)or watch (boyz n the hood)… how can a white person relate to any of those… you cant really get into the song white people because u dont go through what they rapping about… u got some white people on here commenting saying they live in the hood… first off lets define (hood)… just cause you or yor boyz slang a lil crakk and hang on the corner (thats not the hood)…. just cause u and yor boyz own a gun (thats not tha hood)…. just cause one of yor boyz got murked (thats not tha hood)… jus cause u shot someone (thatz not the tha hood)… know in the real hood . the housing authority… when a white person walks through the projects.. everybody starts looking at him for to rob him or sell him drugs.. when a white person shows up in my hood or housing authority .. everbody jus stop and look with they mouth open… cause they gonna either rob that muthafuker or serve him… i seen a thousand times a white wigga come in the hood trying to black and get hiz goofy azz robbed… whu got that (hood 2 hood)dvd… they go through every hood in the united states jus about.. not one white person on the whole dvd… lol lol lol…. to all the white people trying to be black … hip hop is for black race created by the black race… go look at a paul wall video and look at the way he moves his body trying to look black .. that shit never comes out right.. cause white people have no Rhythm…. thats like the funnyiest thing when whites act or dance black lol lol lol lol lol i

    • white faggot

      scottie is a bitch last night i made that nigger suck my white dick and he liked

    • Anonymous

      my boy b havin da lil boys angry on diz mofo stop catchin feelin fuck diz nigga lol

    • Anonymous

      You know what? You're keeping racism alive and no those ''bad white people''.

    • Steven Gerogianis

      You're as racist as a white racist motherfucker, motherfucker. Ain't nothing but a stank ass, fake ass bitch. That's for real. You tryin' to drive a wedge into a culture that is American, Pac ain't wanna hear that shit and I ain't wanna hear that shit. You think because you're black you're a badass? Big fuck. I'm Egyptian/Greek/Sicialian and from New York, I'll beat that ass.

    • Scottie half breed faggot minor

      Fuckin fag. Scottie looks like he's half white lolol

  • Anonymous

    So he is saying buy buy, to the hood essence of the how clothing line started out, targetting the hip hop gutter audience. Now basically starting a fresh to compete with Ralph Lauren and such ect, on a more diverse level.

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  • the Brooklyn way

    People still wear rocawear ?

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