Amongst the TikTok and Depop set, all the pieces Y2K is trending upward: True Religion is back, trucker hats are back, low-rise denims are again, Jennifer Lopez and Ben Affleck are relationship once more. So possibly it’s not so shocking {that a} revival of the long-lasting early-aughts model Sean John may very well be on the horizon.

Based on Bloomberg, hip hop artist and trend entrepreneur Sean “Diddy” Combs has lodged a $3.Three million bid in to purchase his namesake label out of chapter. At present, the chapter model administration agency International Manufacturers Group (generally known as GBG USA Inc.) at present owns 90% of the model rights, with Combs sustaining the remainder. Different patrons are capable of submit presents by way of December 15th.

Combs famously launched his model in 1998 and it’s not an overstatement to say he fully remade the whole idea of a celebrity-led fashion brand in his swaggering, blinged-out image. As is so usually the case, typically it takes an outsider to totally innovate inside an trade, and Combs did simply that. He noticed the approaching marriage of high-fashion and hip-up, together with the inevitable merger of trend as leisure, and savvily capitalized on it. When menswear was nonetheless a comparatively small, low-key affair inside the bigger trend ecosystem, he handled it as the principle course, not a facet dish. His reveals have been splashy—one was the primary runway present ever to be broadcast concurrently on TV in 2001, on E!’s Model community. A yr later he held his present at Cipriani and the invitations, the New York Occasions reported, have been machine-embroidered, got here with silk knot cufflinks in a suede field, and value $60,000 a pop (the entire affair's finances ran to $1.2 million). In 2004 he gained the CFDA Award for Designer of the Yr.

In 2016, Washington Submit reporter Robin Givhan did an in depth profile of the model, wanting again at how ballsy the transfer was and the way it truly paid off. Givhan reported that the model was nonetheless doing fairly properly on the time, to the tune of $400 million in annual gross sales. Later that yr it was formally announced that International Manufacturers would purchase a majority stake within the model. An article in WWD made the deal sound like a partnership aimed toward rising the model’s imprint, together with world aspirations.

Time marches on and issues don’t work out as deliberate. Pandemics come and alter issues. Whereas that’s absolutely an unlimited oversimplification, what we do know is that sooner or later the connection soured, culminating in Combs filing multiple lawsuits against GBG earlier this yr. This bid to purchase the model again may very well be seen as the final word probability to reclaim his identify and capitalize on the second—one which appears notably primed to welcome him again. In any case, post-COVID, Sean John’s velvety draped tracksuits in wealthy jewel tones out of the blue look very, very interesting.


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