In 1999, hip-hop artist Jay-Z and his then-manager Damon Dash founded Rocawear as a division of their ROC empire. A spinoff from the duo's Roc-A-Fella Records, the new clothing line gave them the opportunity to better create a culture that revolved around their brand. Rocawear quickly attracted urban customers and then began to spread to an even wider fan base. The brand started to create apparel for children and juniors in addition to its adult audience, and it benefitted from endorsement deals with performing artists like Ciara, Chris Brown, and Three 6 Mafia. In 2007, Jay-Z officially sold the Rocawear brand to the Iconix Brand Group--which is responsible for manufacturing and distributing several of the exclusive brands for major retailers across the country. Jay-Z retained a stake in the company, however, and continued to help with product development and marketing.
Under new ownership, Rocawear apparel targets men, women, and children aged 12-30. The lifestyle brand is available in more than 25 different countries and is sold at more than 2,500 stores. Constantly reinventing itself to stay up with the times, Rocawear defines what's hot among hip-hop fans. It maintains a balance between distribution at major department stores and specialty retailers so that the line can remain as authentic as possible.
Though Rocawear currently focuses on teens and adults, there was a time when it also manufactured clothes for infants, toddlers, and kids, and many of these garments are still available via resale. You can find options like bodysuits, onesies, graphic tees, shorts, and jeans for very little ones. Outerwear is also a popular category in infant and toddler sizes and includes light jackets, heavy coats, vests, and snow pants. Moving into children's sizes, other tops like tanks and polos are available in addition to regular T-shirts. Jeans, skirts, shorts, and jackets prominently feature the Rocawear logo embroidered on key areas like pockets.
The selection of Rocawear options for older kids, teens, and adults includes graphic tees, tanks, polos, and hoodies. You'll also find button-down shirts for men as well as V-necks and crew necks for women. Jeans continue to be the most popular bottoms, though women also love the brand's leggings. Outerwear blends form and function with puffer coats and vests that will certainly keep you warm while also accentuating your sense of style. Footwear includes options like high-tops, combat boots, and dress boots
Rocawear has always designed its clothes for "street-savvy" consumers and then watched as the styles disseminated into more suburban and rural areas. Depending on where you live, your child might fit right in wearing the brand or might seem out of place. Styles for babies, toddlers, and kids that aren't made anymore tended to be more generic and timeless, whereas the clothes manufactured for older kids and adults today try to stay on the cutting edge of style. Because of this trend, current outfits are probably better suited for teens. If you can find some of the brand's older apparel via resale, however, you might find that it is an excellent choice for your younger child. We give Rocawear 4 stars out of 5.