Launched off of the meteoric success of co-founder, Shawn "Jay Z" Carter, The Roc represents a borderless global lifestyle. With Roc-A-Fella Records serving as the initial launch pad, The ROC realized its prowess in creating culture far beyond the realm of music. Hence the birth of the apparel company, Rocawear. Life Roc-A-Fella Records, Rocawear quickly staked its claim in hip-hop history becoming the destination brand for street savvy consumers. Rocawear maintains a focus of providing clever innovation in fabrication, application and design to its customer. Ten years have passed since the genesis of The ROC... and dynasty now reigns.