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THE NEW ROCAWEAR

 

Just like the record label, the ROCAWEAR clothing line is also experiencing some growing pains. 

 

After making fashion his top priority, founder Damon Dash is now leaving the once-beloved company.

 

"It's time to move on, I think," Dash told MTV. "I designed the line until next summer, so they'll be all right for a year. But I'm trying to go in another direction. I'm a businessman; I have no emotional attachments to any of my businesses. I'm a hustla, I flip things.”

 

Never one to miss a beat, co-owner Jay-Z is taking advantage of his celebrity status as he heavily appears throughout its recent ad campaign.  The rapper stars in a new ad campaign for both men's and womenswear, which will be released worldwide next month.

 

Following suit is the “Crazy In Love” singer Beyoncé.  While the two are mums when it comes to their relationship, Beyoncé is set to star alongside rapper beau, Jay-Z in the new Rocawear ad campaign for both men and women's wear.  Set for the Autumn/Fall 2005 season, the ads featuring the couple will be released nationwide as recent as next month.

 

Damon Dash, launched the label into the UK in 2003 with Victoria Beckham as its face and since then her place has been taken by Naomi Campbell and subsequently actress (and cousin of Damon), Stacey Dash.

 

Rocawear sold $80 million in its first 18 months. In addition to a men's and women's clothing line, it also has lines for children and the Big & Tall men's outlet. Rocawear also makes hats, loungewear, socks and belts.



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