Established in the 1999 by co founders Jay-Z and Damon Dash, Rocawear clothing showed the potential of hip hop artists and clothing brands. The success of Jay-Z and his Roc-A-Fella Records was high and the idea of starting a clothing brand was appealing at the time as an avenue to generate more income from the brand.

Success of the brand was maybe underestimated but they knew that did have the potential to make it succeed from day one. The business has exceeded their own expectations and developed into a successful urban street wear brand. In early 2006 Jay-Z bought out his partner Damon Dash, the following year saw the rights to Rocawear sold to Iconix Brand Group but Jay-Z retained his stake in the company.

Through Jay-Z, the brand has been able to sign up big artists to become the face of the Rocawear brand to promote it to all interested people.

The brand has successfully produced the style of clothing that is wanted by people listening to and enjoying the urban hip hop scene. Clothing items vary from jeans, T-Shirts, goodies, jackets, ladies dresses and shoes and a range of children’s wear. By producing clothes for adults and children, Rocawear have found a successful blend of accommodating everyone who is interested in the clothing, through doing this they have generated a income estimated at $700 Million from annual sales.

Who says that hip hop artists cannot become successful business people.