Rocawear deserves credit for evolving so fluidly over its twelve-year history. What started solely under the umbrella of “urban” fashion where jeans and T-shirts reign supreme, has consciously rebranded itself, refining its image. As part of its current “That’s Rocawear” campaign, the clothing line released a video with commentary from Steve Stoute, Kendrick Lamar, and Rocawear Chief Marketing Officer, Jameel Spencer, detailing the company’s transition and how they’ve been able to survive the flood of urban lines spawned by the hip-hop culture.
Interestingly enough, Rocawear’s continued relevance reflects it’s astute attention to the needs of its consumer while embracing the changing definition of the term “urban.” In the 2000s, “urban” is no longer confined to physical locations, but representative of a mind state. Recent advertisements featuring Zoe Saldana, Kevin Bacon, Naomi Campbell, and Victoria Beckham, as well as exotic photo shoots in Thailand and Africa are examples of Rocawear’s recognition of—as described in The Tanning Of America—a truly cross-cultural consumer, without sacrificing brand authenticity.
“Urban wear has become a little bit more sophisticated because the customer has become more sophisticated,” celebrity stylist, June Ambrose says in the video. “Even this brand from inception was about the urban lifestyle, urban culture. And I think that consumer has truly grown up.”
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