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Roc-A-Fella Records co-founders Damon Dash and Jay Z created Rocawear in 1999. The name Rocawear with its close similarity to the well-known record company's name helped make it easily recognizable amongst hip-hop inspired apparel. Rocawear quickly grew to become one of the most popular clothing lines amongst hip-hop enthusiasts and by the mid-2000s had become one of the most easily recognizable brands around the world. Rocawear continues to provide "clever innovation in fabrication, application and design" within urban streetwear fashion.
Using Roc-A-Fella Records as a launching platform and the popularity of its co-founder Jay-Z, Rocawear is now one of the most popular brands around the world.
In 2007 the Rocawear licensing was sold to Iconix Brand Group, which is known for brands like Ecko, Mossimo, Ocean Pacific, Starter, and Don Ed Hardy. Despite the sale, Jay-Z remains part owner and oversees marketing for the brand which has helped keep it one of the most popular brands in the world. The Rocawear line includes a wide variety of apparel options, footwear and accessories. Rocawear t-shirts, Rocawear jackets and Rocawear jeans continue to be popular street inspired designs. Other popular designs from the company include Rocawear button-down shirts, Rocawear polo shirts, Rocawear hoodies, and Rocawear vests.