Jay-Z is taking his Rocawear clothing line beyond the streets with a new ad campaign.
Hov feels the brand is growing in such a way that it can’t just be defined by one style anymore.
“We are a great American brand," Jay said in a 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.”
When Rocawear came out, it was specifically designed for the urban market, but Jay is now marketing to consumers who may not have considered putting his clothes in their closets before. He figures that if he can make a crossover in music while still retaining his original fanbase, then he can do the same thing with his clothing line.
“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," he explained. "But culture isn’t segmented like that any more. There’s so much cross-pollinization and the same thing is true for clothes.”
Starting today, Rocawear will release a series of 37 viral videos that feature artists from different genres performing in his clothes. The first ad, stars music duo Karmin, but other videos will includes poets, musicians and even a double-dutch team.
Check out the first video here!
Jay-Z has also set up a pop-up Rocawear shop in Manhattan where customers will basically sell the brand to themselves. Everyone from celebs to bloggers to students will share what the brand means to them in a number of video testimonies.
— Sonya Eskridge