As part of the Iconix Brands expansion into Europe, the company is relaunching US streetwear brand Rocawear, formed by Jay Z. For this, Iconix Europe was formed, which boasts 17 trademarks and is a joint venture between the US- based Iconix Brand Group and The Licensing Group. Iconix Europe is strategically widening Rocawear’s appeal to a far wider, mainstream target market of consumers aged between 18 and 30. Moreover, a strong denim offer and innovation of fabrication, design and detail, as well as a highly commercial price range will be used to launch the newly positioned brand within Europe for their s/s 2012 collection.

According to the company, the positioning of Rocawear in Europe has been planned with a creative retail strategy, in store support and cooperative retail communication. The brand aims to be available in department stores, independent retail, chain stores, internet and catalogue retail.

Simon Brown, Managing Director of Iconix Europe, comments: "Rocawear has a rich DNA within the celebrity and US markets, we have worked alongside our core licensees to utilise the key elements from the brand and gibe it a denim-based European twist. The new marketing campaign will also enhance the sales opportunities with the trade and consumers alike."