Rocawear, the $800m US Street brand formed by rapper Jay Z, is the first label being relaunched by the European licensing unit set up by Iconix Brands to spearhead its expansion into the continent.

Iconix Europe, which was formed in December 2009, is a joint venture between US-based Iconix Brand Group and The Licensing Company and handles 17 trademarks.

It intends to widen Rocawear's appeal to a mainstream target market of 18-30 year-old music aware consumers and street style leaders. A strong denim offer, with innovative fabrication, design and details, is seen as key to its plans.

"Rocawear has a rich DNA within the celebrity and US markets," explains Simon Brown, managing director of Iconix Europe. "We have worked alongside our core licensees to utilise the key elements from the brand and give it a denim-based European twist."