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American rapper Shawn ‘Jay-Z’ Carter and Damon Dash founded the clothing label Rocawear, an off-shoot of Jay Z’s record company, Roc-A-Fella, in 1999. Specialising in street clothing, the rapper frequently wears their clothing during performances. Being a successful rapper comes with a long list of perks, such as having a wide circle of celebrity friends eager to give a helping hand. Super stars Victoria Beckham, David Beckham, Ciara and Naomi Campbell have all been representatives of Rocawear and this has influenced the label’s success.
As well as having street wear collections, Rocawear also creates fragrances. Their fresh woody fragrance for men, Rocawear 9IX was released in 2008 and Rocawear X was released in 2009. The latter is also a fresh fragrance but has unique black tea notes. Like Jay-Z, Rocawear’s fragrances have swag. They are mild and sophisticated yet have an underlying masculine ruggedness.