Many people didn’t know that Sean “Diddy” Combs was still banking off of Sean John until Robin Givhan’s Washington Post article…
that chronicled the rise (and no fall) of the enviable fashion brand. For 18 years, the lifestyle brand has garnered some of the hottest names and celebrities wearing its threads, making it more than just fashion but a well-respected, well-known, household name.
“Sean John has always had a point of view and a strong sense of purpose. When I think about the whole journey, it truly was a fashion revolution from how things were then and to see the impact we had on style. We made sure we stayed true to our vision, presenting great designs and offering the highest-quality product. And over the past two decades we have grown along with our customer, always making sure to reflect the passion, diversity and aspirational nature of young people,” said Combs to WWD.
Though Sean Jean pulls in an estimated $450 million dollars a year, it seems Diddy has released some of the reigns of the powerhouse to global brands that have acquired the majority stake of the company.
Global Brand Group Holding Ltd. has purchased roughly 80% of the company as well as Comb’s Enyce brand. Though this is a surprising move to some, Combs isn’t letting the company go completely: he still retains 20% and oversees the marketing and promotion of the Sean John brand.
“When we started Sean John, it was my dream to build it into an aspirational brand for the younger consumer,” said Combs. “Our new partnership with CAA-GBG provides us the opportunity to reach the Millennial customer on a global level, fulfilling its true potential.”
According to WWD, Sean John offers a variety of categories including suits, dress shirts, ties, underwear, outerwear, fragrance, footwear, watches and boys’ and girls’ apparel in addition to sportswear. The relationship and partnership has been strengthened over the years, and according to Jason Rabin, the president of North America and chief merchandising officer of Global Brands Group Holding, they “felt the brand has a lot of opportunity, not just in the U.S., but globally.”
Black fashion powerhouses are few and far between, and many of Sean John’s right hands are now a thing of the past. What is in store for the future of this media mogul’s lifestyle brand and will Sean John be making a savage comeback in 2017?
