Evolution of Rocawear

Courtesy of Necole Bitchie

Jay-Z is launching a new campaign for his clothing line, Rocawear on Thursday. The campaign will aid in repositioning the brand from “urban” to mainstream.

“We are a great American brand. 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.”

“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.”

The new campaign will show people from various backgrounds such as: poets, artists, musicians, and even a troupe of double dutchers in 37 short videos. Also, Rocawear will be opening a pop-up shop in Manhattan at 201 Mulberry Street in Manhattan. [Necole Bitchie]