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.”