Jay-Z Commemorates Rocawear's 10th Anniversary
Milestone after milestone. Jay-Z is celebrating another high point in his career: a decade in the fashion game. Besides big parties, Hov has new apparel and a commercial to trumpet his business landmark.
"It's a 10-year anniversary for Rocawear this year," said Hov, sitting in a throne-like seat in Brooklyn, New York. He was taking a break from filming with fellow Brooklynite Spike Lee. "We're shooting the commercial. The commercial is about Rocawear, what we meant to the culture. The aspiration to maintain and be around for 10 years."
Jay explained the ad's fantasy concept. "So this guy, he's in advertisement, and he's in Rocawear, and he goes through the day as if he's Jay-Z," Hov said of the concept. "He looks out the window, in his mind — because he's aspiring to make his own Rocawear — there's a group of people outside and they're waving to him. As he walks away, realty sets in. Someone looks out the window, and no one's out there. He gets on the elevator, and he's thinking people are asking him for autographs; no one's there. He's on his way to building his empire, but he has Rocawear on, and that's a start. So he feels as if he's successful already."
After shooting in the clock tower, Jay and Spike hit the street, where surprised fans broke out camera phones to capture the moment.
"Spike Lee is one of the most important directors of our time," Jigga said of the Oscar-nominated filmmaker. "He gave us a voice and perspective in 'Do the Right Thing' that touched on racial relations in Brooklyn and all these movies we grew up on that were so important to our growth. To work with him on a commercial, I think we stole one. That's how I feel. We're more than honored. That's Spike Lee."
And you, sir, are Jay-Z — a decade later and still standing in fashion.
"[I'm] really excited," he said. "It started in rap. They said rap was a fad and it never would last. Here we are, 30-something years later, the most dominant force in music. They said that sector in fashion — street-urban-apparel sector — they said that's dead the last seven years, and here we are still."
Jay-Z is thriving in music as well. In 2006, he celebrated 10 years since the release of his debut, Reasonable Doubt, and his career has no end in sight. On September 11, he puts out The Blueprint 3, and on September 13, he'll perform at the Video Music Awards.
Comment
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Comment by Jesus Murio on August 14, 2009 at 1:19pm - Big homie in front my building for the roc wear shot.....He had the whole dumbo bklyn on lock down......Jesus Murio Bk's own Mogul
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Comment by CashStreetEnt on August 14, 2009 at 1:27am -
check it
http://www.brokencool.com/broken_cool/2009/07/the-truth-taking-a-trip-x-radio-play.html
http://www.imeem.com/cashstreetent
http://www.thisis50.com/group/demos/forum/topics/the-truth-take-us-a-trip
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Comment by Lefty on August 13, 2009 at 10:58pm - that rocawear shit dont even fit right no more
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Comment by mando on August 13, 2009 at 9:09pm - 5 ALBUMS YOU NEED TO GET RIGHT NOW! #1.La Coka Nostra - "A Brand You Can Trust" #2. Sick Jacken - "Stray Bullets" #3.Snowgoons - "A Fist in Thought" #4.Jedi Mind Tricks - "A History of Violance" #5.Immortal Technique - "3'rd World"
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Comment by Raymond on August 13, 2009 at 7:18pm - three words dame dash idea!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
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Comment by alwayshiphop79 on August 13, 2009 at 5:03pm - http://www.themightyent.com
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Comment by alwayshiphop79 on August 13, 2009 at 5:03pm
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Another milestone for Jigga..can't hate on the success..
http://www.themightyent.com
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Comment by Jason G on August 13, 2009 at 3:43pm
- Urban is dead, but the V Neck J had on is nice....
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Comment by T.T.S. on August 13, 2009 at 3:28pm -
Fuck Jay-Z, fuck Rocawear, although they do have some nice clothes there, but since Jay-Z is behind it, I'ma never buy any of that stuff 4 sho'...
And I don't think Brooklyn gives a fuck about Jay-Z since his split with Dame, Jay betrayed his friend, so every fly thing he did before that is erased.
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Comment by Josh on August 13, 2009 at 2:42pm - LMAO @ these hating niggas, Rocawear is pretty current far as lifestyle wear so go fuck yourselfs if you think otherwise. Niggas love hating a guy with an empire that still runs the town...
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