Fragrance house

Rocawear

Rocawear was established in New York City in 1999 by Jay-Z and Damon Dash as a hip-hop lifestyle apparel brand within the Roc-A-Fella business network. Its early identity was rooted in hip-hop culture: Jay-Z wore the apparel in music-related settings, while Dash handled the business side. The brand broadened from urban apparel into a wider lifestyle label through licensed categories and collaborations. After Dash sold his interest to partners including Jay-Z in late 2005, Iconix Brand Group acquired specified Rocawear assets and worldwide brand-management and licensing rights on March 30, 2007. Jay-Z remained involved through agreements covering endorsement, promotion, product development, marketing, and licensing. Iconix listed Rocawear in its brand portfolio in 2020, and the official website carried an Iconix International copyright notice in 2024. Rocawear entered fragrance in 2011 with Rocawear Evolution, a men’s scent created in partnership with Elizabeth Arden and presented as part of the brand’s progression within hip-hop culture.