Jun
29th
By
Natalia V
Jay-Z
is looking to reposition "his" clothing line
(the line he works for because he sold it years
ago) Rocawear, by launching a new campaign for the brand
on Thursday. He recently announced that the brand is evolving,
and that contrary to popular belief, he doesn’t see the
collection as “street” or “urban”:
In his
words
“We are a great American brand. 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.”
“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. But culture isn’t segmented like that any
more. There’s so much cross-pollinization and the same thing is
true for clothes.”
The new campaign will show an eclectic mix of people from all
backgrounds as poets, artists, musicians, and even a troupe of
double-dutchers in 37 short videos, all in hopes of shifting the
brand from urban street wear to the mainstream.
In addition to the new campaign, Rocawear is opening a brand
showcase pop-up shop in Manhattan where celebrities, bloggers,
and
radio personalities and students will be filmed,
sharing their testimonies of what Rocawear means/meant to them.