Streetwear brand Rocawear, which is co-owned by US rapper Jay-Z, will reposition for spring 12 in a bid to capture up to 200 new stockists within a year.
Rocawear was founded in 1999 and previously targeted a niche streetwear market, but from spring 12 it will seek to attract a broader range of consumers by giving its styles a cleaner look and incorporating preppy designs on shirting. It will continue to focus on denim to maintain its traditional New York urban feel.
Simon Brown, managing director of licensing group Iconix Europe, which holds the European licence for the brand, said Rocawear would look to rapidly increase the number of its UK stockists.
It has about 100 to 120 doors in the UK but hopes to increase that to 300 within a year by targeting both streetwear indies and multiples including branded young fashion chain USC.
Both denim and T-shirts will come in heavier fabrics for spring 12 and display the iconic ‘R’ logo. Wholesale prices for T-shirts will start from about £7.50, shirts from £17.50 and denim from £25.
Footwear will also launch in the UK for the first time for spring 12, with styles including the Volley Nylon hi-top, Volley Docker and Slim Hiker boot.
The brand targets 18 to 25-year-olds but also has a following among 30 to 35-year-olds who have grown up with the brand.
Brown said the revamped Rocawear would sit alongside brands including Scotch & Soda, G-Star and Diesel.