Is DJ Khaled The Key to Rocawear’s Revival?
The most major of all major key alerts has dropped and it’s dripping in 2000s streetwear nostalgia. DJ Khaled, whom you may know from social media or as that guy who likes to shout his name on songs, is continuing his pop culture takeover as the new face of Rocawear’s FW16 campaign.
Hip-hop has always had a soft spot for fashion (and vice versa), and particularly now with rappers like Kanye West, A$AP Rocky, Young Thug, Pharrell, and others either starting their own lines, collaborating with designers, or just knowing what’s (fashionably) good. But this hasn’t always been the case. Rappers and hip-hop artists have long used brand recognition to establish their wealth, but it was only after a demand for clothes made by the community and for the community took hold that lines like Rocawear began to emerge.
Rocawear debuted in 1999 as a joint retail brand created by Jay Z and Damon Dash at a time when the only other brands to come out of the hip-hop community were FUBU, Phat Farm, and Sean John. FUBU counted LL Cool J as a brand ambassador; Phat Farm was created by Russell Simmons; and as you might’ve guessed, Sean John was the fashion baby of Sean “P. Diddy” Combs.
These four brands may still be in business, but their pop culture prominence has melted away faster than the plastic on an exploded hoverboard. Except now that might all be changing thanks to Khaled’s new role at Rocawear, as well as his straight-up ridiculous social media presence.
— Rocawear (@Rocawear) June 23, 2016
“Growing up in the game, Rocawear has always been a major part of the culture and lifestyle of fashion and music, and that’s why this opportunity to be the face of the brand is important to me, and it feels great,” Khaled explained to WWD. “When you’re rocking Rocawear, you’re rocking greatness. It’s quality, it’s fly and it’s part of my history that I’m excited to bring to my fans.” Bless up, Khaled. We’ve never felt more ready to unearth our velour Rocawear tracksuits.
Stay tuned to Milk for more major keys.
Original imagery via Chris Thomas. Additional imagary via Rocawear.