Is Diddy resuscitating his Sean John clothing line for 2022?


That no one thought of wearing Sean John to this year’s All-American Met Gala was a missed opportunity. Founded in 1998, the Diddy clothing line was a pioneer in its marriage between streetwear, haute couture and star power. Long before celebrity-owned brands – and Kanye West – were the norm, the rapper was making fabric from his credentials, turning runways into staple TV, while also positioning urbanwear (as we see it). called then) alongside European houses.

Denim was the lifeblood of the business, as were the towering fur-trimmed coats worn with little more than a medallion-style collar and luxurious velor tracksuits. It’s a look that still carries weight today: the Telfar and Moose Knuckles collaboration is essentially a tribute to the New York streetwear aesthetic that brands like Sean John have legitimized. And since remakes, reboots, and covers are pretty much a cottage industry in and of themselves, it’s no surprise that Combs felt compelled to buy out his label. To date, the rapper has reclaimed the rights to Sean John, signing a hefty $ 7.551 million contract.

Beloved by real people and industry bigwigs, within two years of launching Sean John has sold in 1,200 stores and grossed $ 200 million. In 2004, Combs won the CFDA’s Best Menswear Designer of the Year award, beating Ralph Lauren and Michael Kors. In recent years, however, the label has faded over time. In 2016, Combs sold a 90% stake in the company to Global Brands Group, although that relationship reportedly began to deteriorate when the conglomerate launched a collaboration with Missguided. The rapper sued the company earlier this year, accusing its board of “bogus endorsement, misappropriation of likeness and violation of (his) publicity rights.” And while four other parties made offers to save the brand from bankruptcy, Combs won.

“I started Sean John in 1998 with the goal of creating an upscale brand that broke tradition and brought hip-hop into high fashion on a global scale,” Combs said. “Seeing how streetwear has evolved to rewrite the rules of fashion and impact culture across categories, I’m ready to claim ownership of the brand, build a team of visionary designers and global partners to write the next one. chapter of the legacy of Sean John. ”


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