Rocawear first appeared in 1995, the brainchild of the music entrepreneurs who developed Roc-A-Fella records. These men, Damon Dash, Shawn Carter, and Kareem Burke, took to the world of fashion marketing and design like fish to water. As with their revolutionary Roc-A-Fella record label, these moguls drew upon their knowledge of hip-hop culture and the youth market to reach beyond their core audiences.

Rocawear style has come to be embraced by a number of hip-hop icons as well as by so-called mainstream figures. The company now brings in more than $700 million per year in retail sales and maintains outlets and offices around the world, including major shops in Europe, England, Canada, and Japan.

Rocawear mainly focuses on sportswear for young urban men, but it has also recently journeyed beyond its core market to manufacture dresses, hoodies, women's jeans, jewelry, leather outer wear, sandals, accessories, and even clothes for kids. The company has developed strategic relationships with other brands, such as Color in Optics, Signature, and Endurance to develop linked merchandise. In addition, Rocawear has teamed up with Pro-Keds to create a variety of products. So far, the gamble has paid off.

Unlike traditional sportswear and accessories companies, Rocawear follows its own beat when it comes to advertising. Through so called viral marketing, sponsorship of special events, and lifestyle advertising, the brand has managed to captivate a dynamic audience. The company's symbiotic and supportive relationship with hip-hop culture and synergistic approach to brand management have generated considerable buzz from fashion critics around the globe.