The Demise of the Urban Fashion Brand

Posted by on Jul 5, 2011


From Coco + Creme
-  Jay-Z has long been a purveyor of hip hop culture. He sets trends in fashion (remember button-up shirts?) and music. When he determines a trend is over, it’s over. The same applies to the clothing business.

Rocawear recently invited me to their Style Suite to introduce a whole new brand, at Jay-Z’s direction. The takeaway? Rocawear is no longer “urban.” As Jay-Z said in an official statement:

“We don’t envision ourselves as an urban brand or streetwear brand. We wanted to show people how we’ve evolved and repositioned ourselves, without abandoning our original DNA.”

The change is a response to a shift in hip-hop culture as a whole, Jay-Z explained.

“It’s all walks of life. 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 cross-pollinization and the same thing is true for clothes.”

(Continue Reading @ C+C…)

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