How Jay-Z Killed His Own Clothing Brand

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Twitch: / helloyassine
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[@jgpudlum8899]

A minor correction of the record…FUBU was not “somewhat” anything at the time…FUBU was already huge by the time Rocawear came around to “invent urban wear.”

[@robbylebotha]

As far as I knew, Roca actually copied FUBU, literally copied. To me at the time, Roca was the FUBU/Karl-Kani knock-off and I wasn't feeling it at all.

[@TheSamanthaEdit]

@@robbylebotha DEFINITELY copied FUBU...

[@arlenparker5138]

also karl kani, phat farm

[@henneburymarc]

FUBU was big big, Damon John's on Shark TAnk ffs

[@davruck1]

@@robbylebothaJayz sold out a long time ago. He’s controlled by you know who. That’s why you don’t vibe with it. He was just trying to get white validation and get wealthy.

[@JohnGalt916]

Man I remember when rockawear came out. It was so expensive dudes were getting robbed for them puffy coats... in California where it only snows in the mountains of Northern California. And they weren't cheap. Were talking over 100 dollars for a freaking jacket... in the 90s! That be half my pay check at McDonald's. If you saw a dude in rockawear he better also have a pewpew.

[@JeromeProductions]

Damn

[@whooked]

Pewpew

[@_RobBanks]

100$ for a big puffy jacket is cheap. did u miss a 0?

[@ramseythegreat6377]

Wasn't the 90's

[@Gazamally421]

😊😊😊😊

[@MONET8iAM]

Shoutout to Cookies kids store in NYC, they sold school uniforms, dress clothes, cheap clothes, and name brand. My Roca Wear, Baby Phat, Echo Red, etc came from there and Century 21 in the early-mid 2000s. I had mad outfits. I had a couple of G-Unit outfits too.

[@MONET8iAM]

They tried to bring Roca Wear back around like 2015, but nothing ever came from it. They just decided to focus more on the Paper Planes brand which they’ve been putting a lot of effort into lately. And then there’s Jay’s affiliation with Puma.

[@MegaCunnie]

Dame is cousins with Stacy not bro n sis. Heads up. 😊

[@just10tyson]

Who in hip hop don’t know this 😅

[@bronxkies]

Yeah it’s odd to me that he got that mixed up in all of his research. Oh well, we all make mistakes.

[@MfGreezy]

I think KZbinrs do this on purpose. They make obvious mistakes, which causes people to comment, thereby increasing engagement. I watch a one streamer who never fails to "loose audio" mid sentence at least once per livestream. And like clockwork, people start messaging desperately to alert him. 🤔

[@vjizzzle1]

You got to it before me

[@bronxkies]

@@MfGreezy wow! I never even thought of that. I was wondering how he could make such an obvious mistake but I get it now lol. Not sure if I like it, but I get it.

[@ajtaylor8750]

I'd love to see you do a video on Nelly because he's one of hip-hop's most underappreciated legends that seems to have been forgotten about. "Country Grammar" and "Nellyville" are two albums I still have in my rotation and even own both the CDs and vinyls. Merry Christmas to you, yassine! This slew of context has been top tier all year.

[@bigdraco2390]

nelly sold millions. how can this be underappreciated? you can still play hot in here at a club today and everyone will know the lyrics.

[@Osei_Bean_8ryant]

@@bigdraco2390because he's sold that much & still he's not mentioned with the legends of that generation like Jay, DMX, nas, & pac

[@bigdraco2390]

@@Osei_Bean_8ryant and why is that? all the names you mentioned had a great impact on hip hop culture and they got several classics in their discography. nelly only got a few hits. dont get me wrong this is still a huge accomplishment, but lets be honest... nobody puts on nellyville or country grammar and listens to it from top to bottom. but i can still play illmatic, reasonable doubt, me against the world any day.

[@Osei_Bean_8ryant]

@@bigdraco2390 he has more than a few hits. He was also the first mainstream "melodic rapper". & even at that the commenter just said that Nelly is underappreciated & he was out selling EVERYONE except Eminem at one point. People know who Nelly is, they just don't acknowledge or understand the impact he really had in his prime. You disagree?

[@deeznutz766]

Nelly was trash

[@brandonhinrichs4393]

One of the biggest problems with the hip hop fashion lines especially the ones that are centered in New York is it there was a way more knock-off shit being produced than real shit And the quality of the knockoff stuff sometimes was the same or even better quality than the real stuff And when a large part of your fashion light is graphing T-shirt and sweat suits they're easy to bootleg and unless you're inspecting it the way you do a Gucci bag nobody's ever going to know

[@davruck1]

That’s what they get for being greedy. Fashion is all about perception. Most luxury items can be made at home.

[@1mortalados63]

Exactly

[@gregblau8082]

We used to buy those brands from a couple places that looking back were too cheap to be authentic and would negotiate. Another thing people did more often was get them at discount stores like Burlington or Marshalls

[@ArticulatedDoom]

I usually work outside and a few weeks ago needed new shoes for work purposes. I found a pair of Rocawear "weather proof" boots at Ross for about $15. I was quite shocked.

[@jeanemlicar]

That’s when you knew they fell off. I still got my rocawear clothes. I still wish they were around.

[@durandparkerjr9502]

Aye helloyasdine like these new series you got goin on its fire fr🔥💯

[@alexandervanraalte3476]

I love your new style of videos recently!!!

[@helloyassine]

Glad you like them, appreciate it.

[@gildedpeahen876]

I remember begging my mum to take me to tj maxx to get south pole, roc a wear, ruff ryders (I had that shirt that said WHY that was in that one jadakiss video 😂) echo etc. The hardest kid in the suburbs 🥴🤦🏻‍♀️

[@e66iu]

I had the trifecta. the "WHY?" from Kiss, a "Stop Snitching" and a "Free ". with the S.Carter's and my gerbeau jeans, you couldn't tell me i wasn't fly in 2005. On campus fronting like i make moves, with the bible on the dash, because i got bible study later.

[@gildedpeahen876]

@@e66iu lol yes! It was a simpler time 🖤

[@TheWonderfulKyurem]

I have one of the why tees currently I love it

[@gildedpeahen876]

@@TheWonderfulKyurem that’s awesome. If I had one now I’d wear the shit out of it!

[@SheldonBoyce-Payne]

Yo keep putting out these mini documentaries, you gonna hit a milli my boy! 💪🏾🔥

[@televisedpork7993]

I like your recent content lately. Very informative. Keep the videos coming!

[@fredronknowles4200]

Respect the grind you doing bro from bahamas🇧🇸

[@trunk4606]

I love these videos. They are so informative even if you are familiar with the stories or not

[@lisasimpson8003]

this is misinformation... watch the documentary "fresh dressed" and youll see that there is nothing innovative about roca wear.. there were many many street apparel brands BEFORE roca wear... Roca wear just copied every brand before it

[@AlParole]

I love these type of videos! Please keep them up, I’m giving them a like each time 💪🏾

[@pocketlinttreasures33]

Ontario, Canada here. Couple years ago I saw Rocawear at a mid-lower end fast fashion store in my city. I beleive the store was Urban Planet. They also not have Ecko stores here which is weird. It's no longer $100 for a sweater.... again, it's low-mid end fast fashion. I cringe when I see ppl wear it. I used to spend so much money on both clothing lines back in high-school but these new stores have really cheapened everything n it makes it kind of embarrassing to wear. To each their own tho.

[@soniccandy5935]

Finishing the year strong 💪 happy holidays !

[@jupiterjazz2245]

I always felt cool wearing the RW belt to middle school. Lol the good days!

[@Dkirk215]

FUBU was definitely big time and not “somewhat” but overall great work bro this new format is so unique and cool I can tell you put alot of time into it!!

[@tawandamajongwe4883]

Very informative vid,can tell you did a tonne of research for this but I did know that he sold it,didn't know he bought it back,would probably make a huge come back

[@notaflightreactsfan3706]

yassine been lvling up, im with it 100%

[@nokites]

These are great Yassine

[@quizzyquandadon9289]

Rocawear was the shit during baggy clothes era, but now you see Rocawear value went down when they been put in cheap spots like boutiques and Forman mills

[@taco2753]

Litteraly what I’ve been waiting for a video about rappers and fashion

[@dfernandez3482]

Yall remember Roc-A-Pads 😂

[@MikeMulahMusic]

I remember it used to be cool, now nobody wear it and it’s mainly sold in Forman Mills

[@bronxkies]

Facts. Actually, I recently saw a kid with some cool RW brown loafers on. I was shocked because I didn’t know RW was still active. I guess not in the way we knew it to be. The loafers looked good, though lol

[@iunderstanphotography2780]

thats the result of all of the clothes produced and not sold. the yall end up in dicount stores for pennies on the dollar. I used to wear Donna Karen or Polo $50 belts for $20 there

[@joyandpeacefullaughter5307]

If it's going to come out, they should go the skims way and introduce underwear and Lounge wears that don't really have too many logos on it. That's where they will have their break through. Classy loungewear.

[@t-god2439]

Merry Christmas and thank you for the great video even tho I already know all the facts to this

[@seantate81]

Loving the new content

[@BleezyB]

I heavily rock w/brands like Roc-a-Wear and Sean John.

[@johndavis623]

It was Dame ego that separated him and Jay-Z.

[@p.capes1]

What editing program is he using if anyone knows let me know

[@MurvMuzik]

These are the great Yassine vids

[@cmcvision]

I’m from Philly. In 2010 I was getting to the bag all over South Jersey. Atlantic City and Camden, NJ people were still wearing Roc A Wear. By then it had been played out to me for about 5 years.

[@greendro6410]

When Rocawear used to be cool.

[@kingbrahma5005]

I remember rocawear being featured in the game Street hoops

[@Astromadeit]

Disagree with the end, Jay z could’ve just bought the rocawear brand back for sentimental reasons or brand control as it was a early brand for him. $15 million isn’t an overwhelming amount for someone at Jay’s stature.

[@OsmosisJones93]

both right, long as it doesnt belong to any1 else dont matter its his

[@VicDamoneJr82]

It was never his

[@OsmosisJones93]

@@VicDamoneJr82 lol BRUH ROCAWEAR IS JAY Z'S JUST AS MUCH DEATH ROW IS SNOOP'S. CIAO

[@diontaedaughtry974]

My first time having Rocawear was in 2003 I was so proud.

[@Twizza77]

Karl Kani, Cross colors was way before FUBU and Rocawear.

[@FaceFamous]

Damage, Enyce, Iceberg, Willie Esco

[@sembatimothynkalamo8986]

Bro it's okay, we'll still be here after the holidays.. take a break 😅😅 damn

[@ahrenb3393]

You do know he could have been recorded this weeks ago and had it scheduled to drop today lol. That’s normally how video drops go cause you cant edit all this together especially with all these assets/footage this video has-in one day

[@khingofswordz43]

I can't front during the mid to late 90s I did rock a fly leather jacket. A crisp pair of black, sometimes blue baggy "Roc A Wear" jeans. Along with a fresh pair of Yellow Brown "Timberland" boots. Then I always had long locs, as a fly guy back then I ponytail them under a nice Sixers fitted or a Yankee. Roc A Wear" was my " Go To Brand" next to "Tommy Hilfiger" , "Nautica", & "Polo Wear". During this time I like to call the is period "The Attitude Clothing Era". You had to have the attitude to rock a hip hop clothing brands back then. My clothing game was so fly, any where I went, the chicks all wanted to know "Where I get this, where I got that ? & Slide off there numbers....I gotta thank "Roc A Wear".....Thanks Roc for your line getting me so much P@#$ during those years...... 💯⭐🌛🌞💯🌞🌛⭐

[@meech6848]

I miss this Beans right here…maybe 5years before this moment was his peak. One of the 🐐 in Philly

[@JK-gm6kk]

Not usually one to nitpick someone's speech and/or writing too much, but my man saying "costed" made me chuckle

[@winklepicking3202]

I had a rocawear handbag back in the day, I loved the bag, but it literally fell apart as it was made from poor quality material, I had no idea who created the brand until now.

[@midnightkillai]

yassine mad respect for the consistent uploads during the holiday season

[@304Dolo]

6:21 "with con-shit-erable shares in def jam" lol

[@wallbanga17]

First the wrong Mark Curry when talking about Bad Boy now its Stacy Dash being Dame's sister.

[@coryshumann5308]

With the rise of baggy clothing emerging in the pop culture world again, brands like Rocawear, Fubu, Sean John all have a chance at coming back full swing. But i think out of all of em, Rocawear has the best chance. I really hope to see brands like that come back :)

[@ChosenOne6666]

Who wants to wear oversize 50 inch pants and slanted Yankees hat? No one.

[@susmaster8225]

Me

[@ChosenOne6666]

@@susmaster8225 You look like a clown.

[@NauqNauq]

Where you getting yo info. Def Jam saw how big clothing was with hip hop so they started rocawear for rocafella. They, rocafella, didn’t own it for years after it started

[@619.piiixo]

merry christmas gang

[@henneburymarc]

He absolutely would buy it just to control that brand and do nothing with it

[@johndavis623]

That's called boss moves.

[@jakethomas5016]

@@johndavis623 maybe if you're an inheritance kid

[@henneburymarc]

@@johndavis623 That's it. Fuck you money

[@joosiekawk]

just picked up a fresh pair of roca fella jacket and jeans at the local walmart for $19.99 with a 35% off

[@Castellanocreep]

I was big on Wu Wear :)

[@jinxkilloo7270]

🙌

[@deedwayne2752]

Brands created by rappers/singers can only last long as long as the relevancy of the artist is, they never last..., they only pop when you hot once you flame out then the clothes ain't shit nomore

[@wade2bosh]

he can connect the brand with roc nation sports management tho

[@kahyui2486]

Unless you're Michael Jordan 😂 that man not been relevant for like 20 years. I doubt most kids that wear his trainers even know who is. George foreman defo regrets selling his brand too 😂. Then grills been going strong for decades now but he gets no money from it cos he sold the brand

[@kahyui2486]

I just realised u said rappers and singers 🤣 not celebs. My bad

[@deedwayne2752]

@@kahyui2486 😅 ikr

[@KaoticReach1999]

Only person ive seen (somehow) do clothing right is Kanye West The dude literally sold PLAIN WHITE SHIRTS, literally pointless to buy walking around, yet they kept selling out despite the price Man if anything should be cheap it's clothes these days Spending alot on them is just stupid Hip Hop related or not

[@run4fun682]

Esco, FuBu, Ecko....WU Wear came out before also and were huge. Rocawear werent anything new.

[@FaceFamous]

Avirex ,Iceberg, Karl Kani, Phat Pharm, Enyce. Man there were so many

[@run4fun682]

@@FaceFamous lol true, I used to rock that Karl Kani and Phat Pharm! haha

[@jinxkilloo7270]

🙌

[@lostintheark5728]

Jay should do drops sporadically, esp since this year is 25th anniversary, like Pop up shops or Tidal merch or X or Facebook shops if they have them. Just see whats dope and drop a couple of items inspired by the og stuff with a modern twist. Bro runs in unique circles it shouldnt be hard to catch an ear of a popular artist/fashion designer tell them the idea let them cook and drop some on a Rocawear website with a ep or mixtape with current Roc Nation and former Rocafella artist. And just copy and paste every 5 to 10 years, keep the name fresh in the culture as well as a lil sumthing in his pockets, maybe even branch off with some of his ppl, do a collab with Yeezy brand and or Fendi/ anybody else who got swag and want to take a change on guiding the fashion of the culture.

[@akvalues]

Dame’s ego played a roll. As we as DEF JAM playing them against each other.

[@gorillachronicles]

If you had a pair of mountain gear and a fresh rocawear fit in 2000 you were solid

[@mikegstyle]

I was so into Rocawear that i was even buying their State Property offshoot clothes. There was some obscure shit for ya.

[@workaholick]

could not buy those state property chucks anywhere in Philly.....also Dame did not come up with The clothing brand.

[@0Lu.Lu0]

Yeah that little slick "the winning side" (which implies Dame and Biggs are on the losing side) part you added, at about 7:04, is unnecessary and it is simply not true just because that is the Mainstream, yt-owned Media narrative that had been pushed for over 10 years and even today some are still trying to eat off/profit with the little meat that is left on that bone. Winning is defined by individuals and the goals and values they have for their own life--not by comparison to someone else in those matters. One wanted yt validation and a corporate approach more than the other who had more Independent and Harlem-based values and didn't want to compromise as much--no "BEEF", simple as that. On a personal level, yeah Aaliyah and other girls Jay was interested in ultimately chose Dame to marry, but that is still not "Beef" because only one was tight toward the other and wanted more of a Businessman look than his position as an actual Founder and CEO--one of three--gave him; with the benefit of hindsight 20-odd years later, those of us who came up during that time and who know people involved, and properly contextualize with just what the very nature of Uhmerica even is relative to Black People coming up AS A COMMUNITY, TO-GE-THER, we know how to form more mature conclusions--not some simplistic spun and prescribed narrative to cast one as the winner and the other as the loser. Especially when you factor all the problems Jay is having now being treated as an equal among ytmales in the business spaces where the media told us he is some kind of born wunderkind. He made the xigga deal that betrayed and cut short a vision that would have fulfilled itself in another 2 to 3 years (according to the PLAN all three had when they started out, included their defined roles), now he's getting the xigga treatment to remind him the he is a business that THE MAN has bought and leverages to handle all the other xiggas and keep them "in their place", nothing more. It is not in the DNA of a country that had LAWS that Black Men could not DRESS WELL, and SO MANY OTHER LAWS that are still active in some way today, to elevate the Black Man and his people to equal status--despite how much has been stolen from them: we have all the receipts we need. It was moment in time that was mostly good as a force for Black ownership in community, the best Hip Hop Dynasty to eva do it and it was cut short mostly because of one guy's selfishness, period. It's over and we will never have it again. Jay knows the truth and that he cannot front on Dame or Biggs (whom actually he seems to have contained in some way, I keep an eye out for his newer exploits and if his and Dame's friendship is intact because THEY were partners doing it big BEFORE Shawn Corey was ever a factor--since about 15 years old, same with Cam); this is why Jay HAD TO shout out Dame at his R&RHOF Induction, and why you can find Dame's account of what made The Roc successful and his business philosophy etc. on TIDAL right now, because he knows no one wanted to invest in him BUT DAME and then he squared it with Biggs. The entire course of Hip Hop History would have been fuccn DIFFERENT if Damon A. Dash of Harlem did not decide to fucc with this "kid" from Brooklyn who was wearing Fresh he respected (IYKYK) when NO ONE wanted Jay and even told Dame he was too old! So, yeah, mistakes were made on both sides; but way more on Jay's side than we have been told down through the years and I, for one, am not down to sit by and let it ride whenever people try to cast Jay as the Smartest xigga in the bunch who is where he is because he's the only one who knows how to act! Too many receipts for that BS. To the extent we even need to discuss it anymore, let's mature the discussion and give The Don Dame his respect: he gave us two of the biggest ever, one of whom came back to his Kingmaker and supported his principle called "The Circle Of Success".....both of them have the desire to ingratiate themselves into the ytpower structure, and even to BE yt in common, but we won't talk about that. I just want to focus on the GOOD I CAN GLEAN FROM THAT TRIFECTA that gave us Roc La Familia.

[@WesleyLindsey]

Never knew Dame Dash and Stacy Dash were related wtf

[@1990Truthseeker]

i never heard of this brand until this vid

[@EldePHX]

You live under a rock or what

[@pocketlinttreasures33]

@@EldePHX must be reeeeal young not to have ever heard of it.

[@dierreful]

Gtfoh

[@marcus3490]

Nowadays if you got on a Roca wear shirt people assume you dirty

[@daneelderozan263]

That shit trash now

[@leroyjenkinsss1767]

People assume you just got out jail hahaha

[@sevena.channel]

Victoria Beckham (nee Adams) is more than "the wife of the soccer player, David Beckham." She was/is a member of one of the biggest pop groups of all time, the Spice Girls, before she became his girlfriend and then his wife.

[@pirategenetics9593]

Theres alot of inaccuracies in this video, you must have rushed it. Simplest of all is dame and stacey dash relations. Thats an easy one. Alot of the story is also off; timelines etc. I am a little surprised your content is usually more researched

[@setheTONEsportstalk]

Was a huge hip hop fan growing up. Loved all coasts even though I grew up in Cali. But why am I almost 40 and just now finding out dame and Stacy dash are brother and sister? 🤦‍♂️

[@MarvelousPhilly]

Dame's cousin, not sister.

[@lordfizzz]

You're a legend bro love these videos

[@Nocaine281]

Your work rate is crazy

[@nikolasdevicente3298]

Can you do a video on BAPE?

[@LuvSai]

5:34 Dame Dash & Kanye West :) 7:47 Kanye in Rocawear

[@qsmooth7805]

Great video

[@quizzyquandadon9289]

Rocawear better comeback wit a bang, fashion now is so mediocre tho those runways show videos make models look like cartoon characters

[@joebabyable]

Sometimes it's time for things to die.

[@zoomanx9661]

I liked Rocawear clothes, they made bigger clothes for bigger people.

[@scopemaverick8733]

Afro Thunder was that dude!

[@tribleofficiel]

U should do a video on Karl Kani aswell

[@pokergod4354]

Nothing will beat those roca wear velour sweatsuits 😂😂💯💯

[@chaunseybillings5381]

I used to love Rocawear jeans

[@slanderman3296]

Stacy dash was so fine growing up. Black with blue eyes, the rare gushy

[@midnightjay1343]

Jay Z got back into streetwear, he owns Paper Planes. I’d be willing to bet most of his connections and infrastructure knowledge gained through RocaWear are the foundation that Paper Planes is built on. I look at it as just a rebranded RocaWear, but with more of the monochrome aesthetic Dame originally wanted for RocaWear

[@nichellewilson2117]

He devalued ROCAWEAR when he changed the name

[@youngin19xx23]

I remember roc a wear but I’m on the young side. By the time I noticed it was like sketchers to me. They weren’t realy cool

[@wolfgang6442]

Yeah Rocawear is pretty much a thing of the 2000s for I don't see that many people copping em these days also for me when it comes to certain clothing I fr don't like wearing baggy clothing cause I can't really move around freely as if I'm always tryna do a pose for some pic or something

[@davidabest7195]

Baggy clothes are for concealing weapons and the people wearing them dont do pics or videos that will just come back as evidence in court later on.

[@V4invi5ion]

Merry christmas n all that

[@anti-parasocial]

The only thing my nerd ass picked out of this is 'Bruh, Midway was never a Sony subsidiary' 😂 They had games on all consoles before they filed bankruptcy in 2009. Everythings else 💯 tho

[@dustystevens5016]

Cop that shit at Citi Trends baby.

[@TheSamanthaEdit]

Dame and Stacey are cousins, not siblings.

[@austinoekler5750]

It was either Sean John or Roc-a-wear, both were extremely overpriced 😆

[@instantkarma545]

Dame ended up with the clothing.

[@justinhenryrebel]

You not playing any games dropping these vids

[@Bedstuys-Favorite]

Had All Da DOPE Rocawear Fits U can have back Then ✅ Or Sometimes u had 2 go 2 da Office on 7th Ave👈🏿 Grew up In Marcy 🎯😂👈🏿 NYMP

[@50ksavagegoodsavage4]

These baggy clothes were a thing!

[@BoosieBoose]

Roc-a-wear check

[@diancialauren1]

8:04 stacey is Dame’s cousin

[@lqvonne]

i remember my mom having a bunch of roc a wear apparel when i was little. with the whole y2k trend i wonder if it would do good if he brought it back

[@christopherayettey4390]

Your Mum in her 30s? Lol

[@lqvonne]

@@christopherayettey4390 in the early 2000s she was in her 20s

[@RockyC89]

15 mil to Hov is probably like a couple grand to normal folks. He probably purchased it just so no one else can use the name.