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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 hopís evolution into a borderless, global lifestyle.
Realizing their ability to create culture far transcended the realm of music, the trio founded the apparel company Rocawear. Rocawear quickly staked its claim in hip-hop history by becoming the brand of choice for street savvy consumers. Rocawear has concentrated on providing its costumer with clever innovation in terms of fabrication, application, and design. The brandís attention to detail has given Rocawear an appeal far and beyond its core urban customer. Ten years have passed since the genesis of The ROC and a dynasty now reigns.