Clothier, and So Much More, Rocawear Takes Floor-Plus at 1411 Broadway

When not producing chart-topping records, putting a ring on multiplatinum divas or investing in basketball teams, Jay-Z is at work on his other dynasty: fashion. Rocawear, the clothing label created by the rapper also known as Shawn Carter, inked a 40,000-square-foot deal at 1411 Broadway. The apparel company will hold down the entire 38th floor as well as part of the 39th.

In 2007, Rocawear was bought for $204 million in cash by Iconix Brand Group, whose assortment of brands includes Joe Boxer and London Fog, with Jay-Z maintaining the role of chief creative officer. The company’s original jeans-and-hoodie concept has since evolved into an extensive urban apparel line that includes leather and suede products, a junior’s division, sunglasses and other accessories, jewelry, lingerie and, perhaps most notably, fur (the brand’s faux-fur collars turned out to be not so faux after all). This year, the label founded a social networking, music and news site aimed at promoting what it calls a “global, borderless lifestyle.”