Rocawear, the ultimate music fashion brand, reveals the new AW ’13 collection that boasts a stylistic progression, cementing its new position in Europe. Targeting a European mainstream consumer within the 18-30 year old market, Rocawear continues to become more commercially viable that showcases a European take on New York street style. With a newly appointed footwear licensee, Iconix aims to continue to develop Rocawear within the targeted market.
Heralding a strong street credibility with music heritage at the core of the brand, Rocawear combines its underground streetwear appeal with a cleaner, fitted look to render it more relevant to the European market place.
Founded in 1999 by global music icon Shawn "Jay-Z" Carter, the $800,000,000 U.S. brand is being strategically positioned in Europe by Iconix Europe, a joint venture between the hugely influential U.S.-based Iconix Brand Group and The Licensing Company in the UK.
Rocawear’s AW ’13 collection uses modern fabrication techniques, clean application and detailed design which is combined with highly commercial price points. Attention to detail is paramount for this season, evident through the cuts, fonts and trims of the pieces.
Themes incorporated into the range include ‘Cosmic Noise’, ‘Urban Gents’, ‘Survival Tactics’ and ‘Astro Jungle’. With on trend, European relevant designs, Rocawear perfectly fuses the Brooklyn style aesthetic with strong innovative street credibility.
Rocawear Europe is being strategically positioned which is backed with a strong creative retail plan offering surround product presence, in-store support and cooperative retail communication. The brand aims to be available in department stores, independent retail, chain stores, internet and catalogue retail so that all possible target consumers are reached and catered for.
Daisy Laramy-Binks, Head of Marketing of Iconix Europe comments, “Rocawear's latest collection is stronger than ever, encapsulating key trends and design details. The brand continues to evolve from its more urban past towards a future focussed on original streetwear styling, whilst remaining ever true to its original music heritage and Brooklyn feel.
"With Mugler model Rick Genest as brand ambassador, a major retailer coming on board for June 2013 to be announced shortly, and supported by a strong new footwear offering, headwear line and luggage, the Rocawear brand is now more than ever positioned to go head to head with other top streetwear names in the marketplace.”
Highlights from this season’s collection range from on-trend floral statement prints, cosmic inspired styles, right through to camouflage jackets and Aztec influenced pieces. The outerwear is particularly strong across all themes with other exceptional pieces including caps and graphic tees.
Hinting toward a music influenced collection with cleaner, fitted styles with minimalistic logos - Rocawear strengthens its new position in Europe being premium streetwear that’s the ultimate music fashion brand.