There are so many Jay-Z lyrics applicable to his new endeavor, a pop-up Rocawear store in Nolita opening Monday, that we just don't know where to start. "Big Pimpin'?" "Let's hear it for New York," "Now can I get an encore," the list goes on and on. Yep, Shawn "Jay-Z" Carter is aiming to up his clothing line's cred with not only a new online marketing campaign, but also a Mulberry Street temporary boutique that will act as a brand showcase. Rocawear will invite celebs, tastemakers, and the like to hang out and tape testimonials at the space that will then be posted on ThatsRocawear.com. According to
WWD
, Jay-Z is re-positioning Rocawear from an urban line to a more modern, accessible aesthetic. "We are a great American brand. We don’t envision ourselves as an urban brand or streetwear brand," Jay-Z told the paper. “We wanted to show people how we’ve evolved and repositioned ourselves, without abandoning our original DNA." Sounds like a good "Blueprint" to us.