Rocawear is launching a new men's line this fall, hoping to reach an older, broader shoppers.
Company is spending US $2 million to promote its brand, especially the new 'Custom Fit' label, a slimmed down version of the big baggy outlines that have been a hallmark of hip hop attire for the past decade.
The line minimizes the big logos of the past and includes sporty striped polo shirts, jackets and a number of jeans styles.
Jackets, pants and shirts are cut slimmer than its signature, full-cut styles.
Rocawear hopes to target men who didn't wear urban brands in the past and might have been turned off by their extreme looks.
Collection was aimed at 30-something men who grew up with hip hop but is now defecting to other brands as they seek more mature looks.
Department stores expanded hip-hop collections over the past five years and now consider urbanwear a key category for menswear that attracts trendy men of all ages.
The remaining top brands will also need to appeal to a broader audience if they want to survive and grow.
Rocawear plans to erect a temporary 'pop-up store' during New York fashion Week at sneaker boutique Training Camp, across the street from the Bryant Park fashion-show tents during the period August 29 to September 15, 2006.
marketing@alchempro.com
