Rocawear continually reinvents what's hot, as it defines a lifestyle for today's young, hip consumer. The brand's attention to detail has given Rocawear an appeal beyond its core urban consumer. With over 30 million records sold annually through the ROC music presence, Jay-Z not only creates culture in music and in fashion, but also has turned Rocawear into a way of life. Launched in 1999, Rocawear immediately staked its claim in hip-hop history by becoming the brand of choice for street-savvy consumers. Today, the brand is a dominant lifestyle apparel brand for a wide range of customers, and has expanded its appeal beyond the national borders and has become a brand of international significance. The Rocawear marketing machine remains one of the most formidable in the entertainment business.