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FEATURE ARTICLE

 
ROCAWEAR ON WHEELS

 

04.19.09 ----  After a week of stops and starts, Rocawear finally rolled out a “new premium line” of apparel at a temporary store inside an 18-wheeler that will be parked at the corner of Pacific Street and Fifth Avenue.

 

The “Rocpopshop” parked for the first time at the corner of Flatbush Avenue and Pacific Streets — right across the street from where the New Jersey Nets hope to one day make their home.

 

It’s no coincidence, perhaps, given Jay-Z is an investor in the Brooklyn-bound team.

 

The goal of the parked shop is to “transport the customer into the Jay-Z and Rocawear lifestyle.”

 

That lifestyle apparently includes mohair sofas, suede walls, zebra-striped furniture, a 46-inch flat-screen TV, and video games — as well as racks of Rocawear’s newest garb.

 

Rocawearers who were eager to check out the retrofitted big rig when it was first promised to take up residence in early April, finally got their chance on Friday morning.

 

“This is really incredible,” said Clarence Franklin, the first shopper to enter the truck. “I’m impressed and I’m hard to impress. It’s an actual store — in a truck!”

 

Rocawear’s “Rocpopshop,” corner of Pacific Street and Fifth Avenue, through May 2, 10 am–9 pm.



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