This article's lead section may be too long. Please read the length guidelines and help move details into the article's body. (February 2023)
Founded1999; 25 years ago (1999)
FoundersDamon Dash
Shawn Carter[1]
HeadquartersNew York,
Key people
Shawn Carter (CEO), Damon Dash (Chairman)
ProductsClothing, footwear, perfume and fashion accessories
Revenue$700 million (FY 2007)
OwnerIconix Brand Group

Rocawear (stylized Roc-A-Wear) is an American clothing brand founded in 1999 by Roc-A-Fella Records co-founders Damon Dash and Shawn "Jay-Z" Carter.[1] The brand has had annual sales of $700 million.[1][when?] Rocawear expanded through licensing to sell affordable clothes for children and juniors; socks and sandals; leather, suede, and fur outerwear; handbags and belts; lounge wear; big and tall; headwear; jewelry; and sunglasses; as well as co-branded product with Pro-Keds, State Property, and Team Roc.

R&B singer Ciara signed to be the new face of Rocawear in 2007 for the 'I Will Not Lose' campaign. Chris Brown, Memphis rap collective Three 6 Mafia, radio personality Ebro Darden, Toccara and Rich Boy were amongst the other celebrities who were part of the campaign.[citation needed]

In March 2007, Jay-Z sold the rights to the Rocawear brand to Iconix Brand Group for $204 million. Jay-Z retained his stake in the company and continued to oversee the marketing, licensing, and product development.[1][2][3] In May 2018, the Securities and Exchange Commission (SEC) sought out Jay-Z's testimony in relation to possible security law violations made by Iconix.[4]

In March 2009, Rocawear launched its first social networking site, offering style news, music, fashion, and cultural connections.[5]

In August 2011, Jay-Z confirmed via Twitter that Rocawear had partnered with Pharrell Williams' clothing label, Billionaire Boys Club.[6]

In 2012, Rocawear was a €490 million clothing business.[7]

In November 2018, Jay-Z successfully halted a $204 million lawsuit between Roc Nation and Iconix over the lack of black arbitrators in the US.[8]


  1. ^ a b c d "Iconix to Buy Rocawear, Jay-Z's Clothing Line". New York Times. Reuters. 7 March 2007. Archived from the original on 15 January 2016. Retrieved 20 May 2013.
  2. ^ "Jay-Z: Down To 98 Problems Yet?Y". MTV. 2007-02-07. Archived from the original on March 9, 2007.
  3. ^ "Keratoconus". 12 April 2017. Thursday, April 9, 2020
  4. ^ "Jay-Z to testify over sale of Rocawear brand". Sky News. 2018-05-03. Archived from the original on 2018-05-04. Retrieved 2020-05-06.
  5. ^ Adaso, Henry (18 April 2009). "Rocawear Dives into Social Networking Pool with Roc4Life". Guide. Archived from the original on 15 May 2013. Retrieved 20 May 2013.
  6. ^ Gregory, Jason (4 August 2011). "Jay-Z Partners With Pharrell Williams Fashion Label Billionaire Boys Club". Archived from the original on 3 July 2013. Retrieved 20 May 2013.
  7. ^ Chevalier, Michel (2012). Luxury Brand Management. Singapore: John Wiley & Sons. ISBN 978-1-118-17176-9.
  8. ^ Smith, Amy (2018-11-29). "Jay-Z calls a halt to $204 million Rocawear lawsuit over lack of racial diversity". NME. Archived from the original on 2018-11-29. Retrieved 2020-05-06.