An essential part of hip-hop culture (within the “tanning of America,” as Steve Stoute coins today’s consumer mindset) Rocawear is reflecting on its renaissance years (from 1999 till today) and casting a careful eye towards the enduring brand’s future.

According to Rocawear’s Chief Marketing Officer Jameel Spencer, the enduring clothing line is most comparable to iconic label Motown Records, where it originated as an authentic slice of African-American lifestyle and grew to be a staple of mainstream style.

With mention of campaigns starring Naomi Campbell and Victoria Beckham and spreads shot in exotic locales across the globe, Stoute, Spencer, Campbell, rapper Kendrick Lamar and celebrity stylist June Ambrose reflect on the brand’s legacy and touch on how cultural perception affects which fashion labels people wear nowadays.

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