Damon Dash, CEO of Rocawear, recently presented Rocawear's new juniors line to a packed house of key fashion editors at a press luncheon at DB Bistro Moderne in New York City. The collection is a spin-off of Rocawear's highly successful men's line and is licensed out and produced by the Nesi Apparel Group. The collection is targeted to trendsetting young women from 13-25, who want a casual, yet stylish alternative to what's currently being offered in the marketplace.

The "cute, thuggish" line captures the spirit and true essence of the Rocawear brand. "It's a reflection of us," says Dash, "it's not dressy, sexy clothes ... but clothes to relax in and still look cute." The line consists of comfortable velour, fleece and terry track suits, t-shirts, drawstring short shorts and athletic-inspired crop tops, skirts and dress. Prices range from $23 for a t-shirt, $65 for jeans to $145 for a sweat suit. Additionally, a complete jeans line is in the works. The collection is available at Macy's, Dr. Jays, Demo and other department stores and specialty chains.

Launched in 1999, Rocawear, a co-venture with the clothing manufacturer the Comet Group, was introduced to consumers across the US during Jay-Z's history making Hard Knock Life Tour where all the artists including Memphis Bleek, Beanie Sigel and DJ Clue wore Rocawear clothing. According to Dash, "when we first started Roc-a-Fella, our intent was to capitalize off of our lifestyle ... in our music, we talk about what we are. We wanted to make clothes that help paint that picture." The consumer quickly embraced that lifestyle, which helped propel Rocawear to the #1 selling young men's brand with sales of $80 million in its first 18 months. Due to the brands steady growth and expansion, Rocawear will more than double that figure in 2002. In addition to the women's licensee, Rocawear also has the following categories licensed out: hats, Big and Tall, underwear/loungewear, socks, belts and children's wear for boys, girls, and infants, rocawear caps, rocaware coverall, discount rockaware, and rockawear.