Launched off of the meteoric success of co-founder, Shawn "Jay-Z" Carter, The ROC represents a borderless, global lifestyle. With Roc-A-Fella Records serving as the initial launch pad, The ROC realized its prowess in creating culture far beyond the realm of music. Hence, the birth of the apparel company, Rocawear. Like Roc-A Fella Records, Rocawear quickly staked its claim in hip-hop history becoming the destination brand for street savvy consumers. Rocawear maintains a focus of providing clever innovation in fabrication, application and design to its customer. It has been the brand’s attention to detail that has pushed Rocawear’s appeal beyond its core urban customer. Ten years have passed since the genesis of The ROC...and a dynasty now reigns.

Today, Rocawear is a dominant lifestyle apparel brand for a wide range of customers, with annual retail sales over $700 million. Inspired by an urban aesthetic rooted in young men's sportswear, Rocawear has expanded is brand through licensing pacts to develop lines for children (Kids Headquarters), junior's (Signature), socks (Gina Group), handbags and belts (M. London), big & tall (Endurance), headwear (Nas Industries), jewelry (Lucas Design), ladies intimates and men's loungewear/underwear (Age Group), ladies shoes (Topline), watches (The Vestal Group) and sunglasses (Colors in Optics); as well as co-branded athletic footwear with PRO-Keds.

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