Rocawear European SS14 Collection
Jay Z is following his Watch the Throne collaborator Kanye West in looking to Europe for the success of his latest Rocawear collection.
Launched in 1999, the brand became synonymous with American urban street culture. Last year the label launched a new division, making lines exclusively for Europe fronted by Rick Genest a.k.a. Zombie Boy.
Unlike its American counterpart, the European offering moves away from the urban aesthetic, opting to produce more wearable casual pieces.
New for 2014 is the revised branding that has been updated to feature a stripped back ‘ROC’ logo, in a move aimed to further distinguish itself from the US company.
SS14 from Rocawear is split into four distinct themes: ‘Jungle Fever’, ‘Coast to Coast’, ‘Brooklyn Gents’ and ‘Black Flag’.
Jungle Fever and Coast to Coast pieces carry bold all-over prints across T-shirts, caps, hoodies, jackets, gillets, shorts and shirts.
AW13 saw the brand experiment with animal print, with the use of leopard. This time around the design team has chosen Zebra. The print features on the 99 T-shirt, a reference to the hit 99 problems.
With Brooklyn Gents and Black Flag, the label looked to sportswear for inspiration. Key pieces include a baseball shirt, basketball vest, and zipped bomber jacket. Beyoncés husband is never too far, with ‘CARTER 4’, another slogan, used across select pieces.
The release is another in a long line of Jay Z products. The artist, whose real name is Shawn Corey Carter, recently launched his own fragrance titled Gold.
Prices for the line, which is currently available at Burton.co.uk, range from £22 for T-Shirt, going up to £28 for caps, £54 for sweatshirts, £63 for denim and £80 for jackets.
The eau de toilette spray for Jay Z’s Gold is available now at Superdrug, priced at £25 for 30ml.