Fragrance house

Sean John

Founded by Sean “Diddy” Combs, Sean John launched in 1998 with an identity that joined streetwear to more formal, luxury-oriented menswear. By 2002, its clothing had moved from logo-heavy hip-hop styles toward tailored town-and-country designs. The brand presented its 2001 New York Fashion Week show through a live simulcast on E! and the Style Network, and it won the CFDA Menswear Designer of the Year award in 2004. Global Brands Group acquired a majority stake in 2016, while Combs retained an ownership interest. After Global Brands Group’s U.S. entities entered Chapter 11 proceedings in 2021, SLC Fashion LLC was selected as the successful bidder for Sean John’s assets on December 21, returning control to Combs’s side of the business. Sean John entered beauty through a global Estée Lauder license signed in 2005. Its clearest fragrance legacy is Unforgivable, introduced in 2006; it reached No. 1 in U.S. department stores, won a FiFi Award, and remained a top-selling prestige fragrance. I AM KING, launched in 2009, also won a FiFi Award.