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.
People still wear rocawear ?
u still wear sean john!!!
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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.
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
Fuckin fag. Scottie looks like he’s half white lolol
U jelly?
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.
You know what? You’re keeping racism alive and no those ”bad white people”.
my boy b havin da lil boys angry on diz mofo stop catchin feelin fuck diz nigga lol
Game feat Justin Timberlake & Pharrell – Ain’t No Doubt About It http://www.youtube.com/watch?v=446Id_mLlFg premiere!!!
Nobody wears Rocawear anymore…Jay, drop dead…
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
i wouldnt buy that but i wouldnt diss someone whose wearing it its aight
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
Then what are yall rocking you stupid fuck??
true religions that what we r wearing. Not skinny but not baggy at the same time.
501 levis bitches!!! get yall shit 2gether haha
Fuck those $300 True Religion jeans!! Levi’s all day!!
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
Rocawear was gangsta clothes back in the begining of 2000 Now rocawear is sellin tight ass jeans and golf caps
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!
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.
do dey come wit bapes and red monkeys fuck outta here!!!!
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
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
this dude is so wack
this nigga 41 yrs old…