Jay-Z is expanding Rocawear from just a saggy pants and velour jumpsuits factory to a sleek, urbane brand. To that end, ThatsRocawear.com, featuring hipster-friendly artists is in full effect, and the mogul is setting up a pop-up shop in NYC’s Nolita. From Refinery29 (via WWD):
Yep, Shawn “Jay-Z” Carter is aiming to up his clothing line’s cred with not only a new online marketing campaign, but also a Mulberry Street temporary boutique that will act as a brand showcase. Rocawear will invite celebs, tastemakers, and the like to hang out and tape testimonials at the space that will then be posted on ThatsRocawear.com.
Full info here