After earning its place as one of the leading prêt-à-porter streetwear brands in just ten years of existence, Rocawear is unquestionably a success!

Founded in 1999 by Roc-A-Fella record label icons, Damon Dash and Jay’Z, the brand proclaims an original style inspired by urban artists: hip hop dancing, graffiti, and rap.

The label hews to the values of the street and of fashion lovers: authenticity, daring, originality.

Recording artists including Beyonce, Rihanna, Ciara, Chris Brown, Trey Songz and Melanie Fiona, as well as the general public immediately adopted Rocawear, ensuring its rapid growth and increasing popularity: a children’s wear line, accessories, fragrances and shoes soon arrived to compliment the prêt-à-porter lines for men and women.

The emblematic figure of Rocawear is, of course, rapper and businessman Jay’Z, who plays a major role in the brand’s public image. Proof: after selling to Iconix Brand Group in 2007, he retained control as director of licensing, research and development, and marketing!

The businessman with the golden touch has never stopped promoting his personal sense of style, inspired by his Brooklyn, New York childhood. Baggy jeans, caps, sneakers and hoodies are items that crop up again and again in his personal wardrobe and performances, not just in his collections: clearly even he can’t get enough of Rocawear’s casual chic!

The latest news is that Rocawear is investing in the Web, creating Roc4life, their own social network that lets fans of not just the brand but also lovers of street culture, fashionistas and any and all guided by their own sense of style meet up, keep current, and above all define themselves. In the words of Rocawear’s marketing director: “Rocawear adopters don’t follow trends, they set them!”

At Private Outlet, we think that’s a great philosophy. To get some for yourself, check out Private Outlet’s sale on an amazing selection of Rocawear!

For more brand information: the Official Site and the social network

Photos: Rocawear, all rights reserved