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Rocawear enters HoF as brand looks to double UK presence

Hip-hop star Jay-Z’s streetwear brand Rocawear has lined up its first British stockist since its repositioning of the label in Europe, as it looks to double its presence in the UK.

The 69-piece autumn 13 range, which includes urban camouflage jackets, Aztec-influenced pieces, graphic T-shirts and a range of items featuring floral and cosmic prints, will be available online at House of Fraser from June.

This is the first step in Rocawear’s renewed push into the UK. At present the brand is available in 30 stockists, but it is hoped the repositioning will see that double to about 60.

Retail prices for the European-only collection will start at £30 for caps and go up to £129 for outerwear.

As revealed by Drapers last November the label, which is co-owned by brand house Iconix Group as well as Jay-Z, has repositioned from its urban roots to a more trend-led streetwear look.

Daisy Laramy-Binks, head of marketing at Iconix Europe, said: “As Rocawear is positioned between a

premium streetwear brand and a mid-level fashion brand, a department store that also sits between premium and mid high-end fashion is ideal.”

Laramy-Binks said Rocawear was targeting “a more even geographical spread”, including Ireland. “Rocawear has been concentrated in the Midlands and London until now,” she said.

Meanwhile, Rocawear’s footwear line is set to be stocked by Asos. Laramy- Binks said further stockists of both the clothing and footwear ranges were in the process of being signed up.

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