Rocawear is an American clothing retailer based in New York. It was created in 1999 by Roc-A-Fella Records co-founders Damon Dash and Jay-Z, and has had annual sales of $700 million. Rocawear expanded through licencing to sell 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 additional celebrities who were part of the campaign.
In March 2007, Jay-Z sold the rights to the Rocawear brand to Iconix Brand Group for $204 million. Jay-Z will retain his stake in the company and will continue to oversee the marketing, licensing, and product development.
In March 2009, Rocawear launched its first social networking site, offering style news, music, fashion, and cultural connections.
In August 2011, Jay-Z confirmed via Twitter that Rocawear had partnered with Pharrell Williams' clothing label, Billionaire Boys Club.
In 2012, Rocawear was a €490 million clothing business.