If you’re not familiar with Shawn “Jay-Z” Carter’s work outside of the hip hop arena, let me give you a quick rundown of life in the fast lane: he’s behind Rocawear, a super-successful urban clothing brand; he helped to launch the careers of Kanye West and Rihanna; he owns nightclubs; champagne and watches bear his name; he is Mr. Beyonce. In short, he’s a mega mogul. Making him the perfect candidate to launch a fragrance according to Ron Rolleston, executive vice president for global fragrance marketing at Elizabeth Arden.
His debut scent, Rocawear 9IX (released through Elizabeth Arden), was reported to have made close to US$15 million in its first year alone, proving that he has the midas touch. (Quite literally if the limited edition 9IX Rocawear Gold was anything to go by.) Keep reading . . .
The latest addition to the family is X by Rocawear (from $79) which marks the 10th anniversary of the Rocawear brand. Carter describes it as “bold and unapologetic,” and “unlike anything out there,” which given its exotic blend of grand lapsang souchong, Himalayan goji berries, pomelo, black amber and rich guaiac is pretty accurate.
So what’s next? Rolleston hints at Rocawear releasing men’s grooming products: “We definitely see an opportunity there. There isn’t a specific line in the pipeline yet, but we have been having conversations. It’s a logical place for the brand to go next.” Indeed it is, for it seems Jay-Z’s motto is leave no stone unturned.