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Exclusive: Rocawear celebrates tenth anniversary

Submitted by on April 22, 2009 – 1:28 pmNo Comment
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Roc Pop Shop

Boss Lady and Kiki headed over to Brooklyn today (Flatbush and Pacific Aves, to be exact) to check out the mobile Roc Pop Shop for a Rocawear breakfast event.

The event was hosted by Aleesha Smalls, Sr Interactive Marketing Manager for Rocawear/Roc Nation and Monee Perry, Interactive Marketing Manager, driving forces behind the brand’s new content site, Roc4Life.com.

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DrJays.com’s Boss Lady with Rocawear’s Aleesha Smalls

The Roc Pop Shop is a million-dollar promo vehicle created so customers can get the full experience of the brand at colleges, concerts (including Jay-Z‘s upcoming summer tour) and events.

The Pop Shop showcases both the men’s and juniors lines (also featuring the new R+ for men and relaunched Bella Roc for ladies) plus fragrances, accessories and more.

Due to the success of the Pop Shop as a branding initiative, sales are also now a feature of the vehicle with exclusive items available, including this leather “man bag”:

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Aleesha Smalls with the Pop Shop exclusive bag for men

Rocawear is celebrating its tenth anniversary in a big way: scheduled projects include 10-Year Anniversary collections for both men and women, limited edition sneakers (launching in June) for men, women and boys, plus concerts and fashion shows.

A spring and fall Rocawear style guide is launching this Friday, orchestrated by stylist June Ambrose. Aleesha explains, “As opposed to the usual brand lookbook, we put together a style guide because we know the customer isn’t wearing Rocawear from head to toe anymore.”

This is in addition to Roc4Life.com plus the upcoming debut of Jay-Z TV, a full-scale website launching in June, sure to whet the appetites of Jay’s huge worldwide fanbase.

Keep an eye out for various co-ventures with Roc Nation artists (Melanie Fiona, Daniel Merriweather, Wale, etc) also.

“We want [Rocawear] to be the next Ralph Lauren”, says Aleesha. “We want that longevity; this is only the beginning.”

Make sure you check back with DrJays.com for more exciting Rocawear exclusives!

Check the video:


Find more videos like this on Roc4Life

Main image: Roc4Life.com

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