Does anybody remember Artful Dodger, it was a fast growing streetwear line that Jay-z bought for about 15 million. Well, last week Jay-Z introduced his new upgraded version of it with the help of GQ Magazine at the official launch party. Jay-Z claims that the line will be ““the alternative to everything that currently exists in the marketplace.”

The Artful Dodger website contains the previous collection, but the site along with company will be getting a facelift, and a new additional alternative which will be sophisticated streetwear (like the pieces in the photo).

I knew it was a good move when he made the purchase, because Roca Wear could only go so far in the ever evolving street fashion market, maybe that’s why he let that go.

Via Woohaa

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