Word: rocawear
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...thing is just to keep it plain and simple. That's how the [Rocawear] line developed--relaxed, clean lines, crispy...
Urban labels like Rocawear, Sean John and Phat Farm, which made their names with warm-up suits and athletic jerseys, are introducing more dressed-up looks in an attempt to expand their customer base and achieve mega-brand status along the lines of Ralph Lauren and Tommy Hilfiger. Jay-Z, who founded Rocawear with Damon Dash, even sang about the sartorial shift: "I don't wear jerseys, I'm 30-plus./Give me a crisp pair of jeans ... Button up." (Concertgoers quickly followed his lead, he says.) Dash, Rocawear's CEO, isn't a fan of the new trend. "This...
...over the past two years. So it's fitting that when rappers decided to peddle their wares online, they turned to a techie suburban couple: Foy, 33, and his wife Jennifer Silano Foy, 31, president of eFashion Solutions. The company, started four years ago, operates websites for, among others, Rocawear, Eminem's Shady line, J. Lo by Jennifer Lopez and Baby Phat, the women's line from Kimora Lee Simmons, wife of hip-hop godfather Russell Simmons. "I don't know specifically what eFashion does," says Dash. "All I know is that since I've hired them, sales...
...retailer eFashion Solutions and self-described "hick from the sticks," was lingering near the display booth for Rocawear, rapper Jay-Z's apparel line, at a fashion trade show in Las Vegas in February. Suddenly hip-hop impresario Damon Dash, who is Rocawear's celebrity CEO and JayZ's longtime business partner, grabbed Foy's hand and leaned his shoulder against Foy's--"a half a hug," Foy calls it. "eFashion Solutions. Nice," a smiling Dash told Foy. "Real nice." Dash dished out "props" for good reason: powered by eFashion's Web design and marketing, Rocawear is on pace...
...steps in. eFashion helps with image work too. Silano Foy--who, like her husband, is a former Calvin Klein exec--sits down with Kimora Lee Simmons to review each garment displayed on Baby Phat's site. In the corner of eFashion's warehouse are two mannequins, one for Rocawear's Web shots, the other for J. Lo's. (The latter has the bigger derriere...