That's Rocawear viral videos celebrate the evolution of hip hop culture. Rocawear was established in 1999 off the excitement around Jay-Z and Rocafella Records and remains today as the number one urban lifestyle brand in the world. We celebrate how the culture has evolved and how Rocawear has not only evolved with the culture but has been a major force in communicating that evolution around the world.
Twin brothers Larry and Laurent Bourgeois (collectively known as LES TWINS) are internationally known New Style Hip-Hop dancers, originally from Sarcelles, France. They are members of a larger crew of dancers known as the Criminalz Crew, now That's Rocawear!
“We are a great American brand. We don’t envision ourselves as an urban brand or streetwear brand,” explained Jay-Z. “We wanted to show people how we’ve evolved and repositioned ourselves, without abandoning our original DNA.”
~ Jay Z
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2 comments:
Just like Les Twins' mama, looks like Jay z picked up a 2 for 1 deal when he hired his Mrs Beyonce's tour dancers for this Ad.
Some decent moves, shame about the clothes. They probably chose the best of a bad bunch but I'm really not convinced they'd wear these dated pieces. Their 'street' style from previous campaigns (eg Adidas) offered a little more chic than Rocawear have delivered here.
Sorry Rocawear, Wheeeeel an come again!
Anyhow these clothes come to Europe they'll flop, sorry.
Rocawear should focus on the Them Rangers or some other innovative american dancers and subcultures.
Lady Bourgeois
Thank you Lady.
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