Rocawear Fragrance Deal

Rocawear, the clothing label founded by Jay-Z and former partner Damon Dash, has entered into a licensing agreement with Elizabeth Arden Inc. According to Women’s Wear Daily, the two companies will work together to develop and bring to market a new line of men’s and women’s fragrances, cosmetics and skin care products. Rocawear was purchased by Iconix Brand Group in April for a reported $204 million, however Jay has retained his role as chief creative officer. The Def Jam president is expected to be closely involved in the creation of the new Rocawear men’s fragrance which is set for a Fall 2008 release. “One reason we were motivated to be with Rocawear was because we liked the concept of the fashion brand,” said Ron Rolleston, executive vice president of Arden. “Also, people love Jay-Z. He has a clear vision of who he is, and we believe that will resonate with a young male consumer, then with women.” Rocawear already has licensing deals in place with companies such as Kid’s Headquarters, Endurance and Lucas Designs; and is said to generate global sales of over $700 million annually. “We are excited to partner with an industry giant such as Elizabeth Arden,” Jay-Z said in a statement. “The combination of their expertise in fragrance and our ability to affect popular culture will produce some incredible products and breathe life into the category.”

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