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Founded in 1995 by music moguls Shawn "Jay-Z" Carter, Damon Dash and Kareem "Biggs"
Burke, The ROC has been at the forefront of hip hop's evolution into a borde
rless, global lifestyle. Serving as The ROC's initial launching pad was Roc-A-Fe
lla Records. Realizing their ability to create culture far transcended the realm
of music, the trio founded the apparel company Rocawear. Like Roc-A-Fella Recor
ds, Rocawear quickly staked its claim in hip-hop history by becoming the brand o
f choice for street savvy consumers. Rocawear has concentrated on providing its
customer with clever innovation in terms of fabrication, application, and design
. The brand's attention to detail has given Rocawear an appeal far and beyond it
s core urban customer. Ten years have passed since the genesis of The ROC and a
dynasty now reigns.
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