Everything Jay-Z touches turns to platinum gold. Co-founding hench streetwear label Rocawear a decade ago, netting 700 million per calendar year, he now invites Rico the Zombie to step up and style out the label’s SS13 threads.
Music influences fashion intrinsically and vice versa. Creating clothes with attitude, Rock-a-Fella Records inspired the birth of iconic label Rocawear. Keeping music fundamental to the brand’s core Rocawear continuously looks to lyrics and music-inspired lifestyles to conceive of campaigns and collection concepts. Devised by Damon Dash and Jay-Z, developed as a lifestyle brand for hip hop lovers and street style enthusiasts, Rocawear caters to both men and women. Staying ahead of the game by keeping the brand’s distinct DNA undiluted and entirely trend based, the team behind the label are the best at what they do and Jay-Z is always on play, loud at every shoot. Famous for the statement tees, bombers and snap backs, anyone who chooses to front the RW aesthetic is serious about what they do. i-D went behind the scenes on Rocawear’s SS13 shoot to chat to new face of the label, Rico the Zombie, finding out why he chose to get involved with the brand (see film). Then we took time out with the head of marketing, Iconic Europe for Rocawear, Daisy Laramy-Binks, to find out how she rocks her wears…
Tell us why you have chosen Zombie Boy to be the face of your SS13 collection. What was he like to work with? Following on from our shoot last season with Dynamo Magician, we again wanted to choose a face which carries the message that Rocawear is an innovative, evolving brand. We always try to stay at the cutting edge of streetwear cool and to me no one epitomises innovative street edginess like Rick Genest; he came to mind immediately and I knew that he would be ideal for the campaign. He combines the beauty of a high fashion model with the grittiness which we want to see in a streetwear campaign, elements which fit perfectly with our shoot and its themes of the Double R Club, a gentleman’s club setting and the more down to earth gig/outdoor shots. He looks amazing in both tailored styles and street styles – our collection combines both.
With Jay-Z being a prominent player in the Rocawear brand, what creative input does he have within the curation of each collection? Every Rocawear product is approved by Jay. He has always had a significant input and interest in the brand and nothing is produced without his creative input and approval.
What are the key features of any Rocawear collection? Signature brand detailing include music inspired graphics such as the retro cassette design/ mic graphics on the tees as well as Jay lyrics, a mixture of tailoring and relaxed styling, Brooklyn/Marcy heritage references including references to Americana influences like the Brookyln baseball history, the ’99 established date in graphic form and of course overall attention to detailing on denim, on-trend pop colours and trend-injection packs such as the camo pieces.
What album have you played more than any other on your iTunes? Recently it has definitely been The Blueprint 3 – totally iconic! There are so many great artists out there, we are also very impressed with Rita Ora’s meteoric rise to fame and hope to work with her in some way in the future.
Who has been the most incredible person you have ever had the pleasure of working with? I recently collaborated with Giles Deacon on a project and despite being a top designer and a major lynchpin of the fashion industry I can honestly say he was one of the most down to earth and inspiring people I’ve met. Absolutely charming.
Who is your hero? Terry Richardson would have to be one of them for his amazing view of the world and in modelling, Rick Genest is definitely up there in terms of an individualistic look and character.
Text: Milly McMahon
Film: Josef Valentino