Jay-Z is expanding his clothing brand “Rocawear” with the help of a new marketing campaign which consists of 37 short videos featuring an array of musicians, poets and artists from all walks of life. The videos symbolize Rocawear’s transition to a mainstream, all-encompassing clothing brand.
“We are a great American brand. We don’t envision ourselves as an urban brand or streetwear brand,” said Jay-Z. “We wanted to show people how we’ve evolved and repositioned ourselves, without abandoning our original DNA.”
“It’s all walks of life,” continued Jay. “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 [sic] cross-pollinization and the same thing is true for clothes.”
The campaign videos can be viewed HERE
