Rocawear is getting a new look, and we at RESPECT. had the opportunity to check it out firsthand today at the Rocawear Style Suite in downtown NYC. Rocawear isn’t joking around with the new collection and is pulling out all the stops with its seriously fresh new look; the style suite was complete today with stylists and tailors at hand to promote, make familiar and even customize the brand’s new collection to attendees. The atmosphere was welcoming yet professional, topped off with a dope DJ and refreshments. We could really sense the excitement surrounding the launch, and we’re excited too; The designs look great, and we’re digging the new fits. Keep it up Rocawear.

It’s time for everyone to re-imagine the brand. Are you up for the challenge? We certainly are.

Read and see more from the Rocawear Style Suite after the jump. Rocawear is challenging the public to re-imagine a brand; a well-known brand with a reputation and a following. However, the brand is looking for people to think of Rocawear outside of big flashy logos and boot cut jeans. It wants people to be surprised by the new direction that it is taking. Rocawear views itself as evolving, and wants no limits to be placed on it. Additionally, Rocawear hopes to better communicate its new look than it has managed to in the past, and bring awareness to the energy and effort behind the products that it produces. The effort is certainly evident, as we were more than impressed by all the new styles showcased today. Moving forward we’re told that we’ll be seeing a balance between the new styles exhibited today at the style suite, and the more traditional Rocawear fits.

Stylistically, we view the line to be edgier and cleaner, with crisper, more slimming fits. There is a nice array of products ranging from simplistic plain T’s, to edgy graphic T’s (many with notorious Jay-Z lines such as “Empire State of Mind”), and not forgetting the more traditional button down. The new collection also includes denim for both men and women, and accessories courtesy of various partnerships (including Skullcandy and FLUD).

The post RESPECT. x Rocawear Style Suite appeared first on RESPECT. | The Photo Journal of Hip-Hop Culture.