Hip Hop mogul Jay-Z is making moves to reposition his clothing line, Rocawear.

Hov is launching a new campaign for the popular Urban clothing line. He says the brand has evolved and contrary to popular belief, he doesn’t see the collection as “street” or “urban.”

According to Jay-Z,

“We are a great American brand. We don’t envision ourselves as an urban brand or streetwear brand. We wanted to show people how we’ve evolved and repositioned ourselves, without abandoning our original DNA.”

“It’s all walks of life. When I played the Glastonbury music festival people said a hip-hop artist couldn’t play a rock festival. But culture isn’t segmented like that any more. There’s so much cross-pollinization and the same thing is true for clothes.”

The new campaign kicks off today and will show an eclectic mix of people such as poets, artists, musicians, and even a troupe of double-dutchers in 37 short videos.

Jay-Z says the new campaign will help shift the brand from urban street wear to the mainstream.

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