The man behind Rocawear is one of the most successful rappers of all time: Jay-Z. Him and Damon Dash founded the brand in New York in 1999 taking the name from his own music label Roc-A-Fella Records and putting a clothing spin on it. After conquering the world of hiphop music, Jigga now set his sights on the fashion world. For many shirts and shorts he came up with his own ideas, getting his inspiration from the East Coast’s attitude of life. As a trendsetter for urban youth Rocawear is one of the hottest brands today.