Rocawear, the US streetwear brand co-owned by rapper Jay-Z, has been redesigned for the European market as part of an ongoing repositioning in the territory.
For spring 13, Iconix Europe, which holds the regional licence for Rocawear, has created a new range that aims to maintain its musical heritage while incorporating more tailored pieces, such as a blazer-style jacket in camo print, two-tone vests and graphic T-shirts.
Iconix Europe head of marketing Daisy Laramy-Binks said it wanted to reposition Rocawear from an urban brand to a more trend-led streetwear label.
She explained: “That would be considered the same thing in the US but in Europe they are two different things.”
She added that the challenge was to introduce new styling without moving too far away from the brand’s heritage. Wholesale prices are up to £45 for jeans and £12.50 to £15 for a T-shirt.
Rocawear has 600 accounts across Europe but is seeking more stockists, particularly in the UK, although it could not provide exact figures.
To support the repositioning, the brand plans a “major” pop-up in central London next year and a campaign starring Canadian artist and model Rick Genest, known as Zombie Boy. It will run in consumer media and Genest will also make appearances at trade shows.