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.