TransCity

Can an edgy urban fashion brand stay relevant to its young customers and simultaneously go mainstream?

That’s the challenge facing Rocawear in the U.S., the brand co-owned and founded by Jay-Z, whose real name is Shawn Carter. Rocawear is launching a new men’s line this fall, hoping to reach an older, broader audience. In the biggest marketing splurge in its seven-year history, the company is spending $2 million to promote its brand, especially the new “Custom Fit” label, a slimmed down version of the big baggy silhouettes that have been a hallmark of hip hop attire for the past decade.

The line, to be sold in specialty and department stores, minimizes the big logos of the past and includes sporty striped polo shirts, jackets and a number of jeans styles priced from $69 to $89. Jackets, pants and shirts are cut slimmer than its signature, full-cut styles.

Rocawear hopes to target men who didn’t wear urban brands in the past and might have been turned off by their extreme looks. The line is also aimed at 30-something men who grew up with hip hop but are now defecting to other brands as they seek more mature looks.

Mr. Carter, the 35-year-old Grammy Award-winning rapper is also chief executive of Def Jam Recordings and part owner of the New Jersey Nets basketball team, is a walking advertisement for the new slim silhouette. “Once I hit 30, I can’t wear jeans showing my underpants anymore,” he says.

Over the past five years, department stores expanded hip-hop collections and now consider urbanwear a key category for menswear that attracts trendy men of all ages. Lately, the urban clothing market became overcrowded with an array of small fashion collections by hip-hop artists. Many of them, including a line from rap star Snoop Dogg, have since failed.

Source: Teri Agins, The Wall Street Journal