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.