Sean Combs’ future may be in limbo as the hip-hop entrepreneur awaits trial in jail on federal charges of racketeering, sex trafficking and transportation for prostitution. But the high-profile allegations, in which he has pleaded not guilty, have once again focused attention on Combs’ colorful past in the fashion world and his Sean John clothing brand.
By 1998, Combs was already known as a successful hip-hop artist and the founder of Bad Boy Entertainment, a joint venture with Arista Records that helped develop the careers of The Notorious BIG and others.
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It was also the year he launched his own fashion brand, Sean John.
While the fashion industry was ready to write off his venture into the world as just another glamorous celebrity brand, Combs was serious about growing and maintaining a presence in the fashion arena and rode the wave for over 20 years.
Here’s a timeline of the ups and downs of the Sean John brand.
1998: The Sean John label was launched as an urban fashion line. The first collection consists of 11 pieces, including denim, overalls, corduroy and linen bottoms, linen and silk shirts, velvet suspenders (front zippered jacket and trousers), t-shirts and a baseball cap signed by Sean John.
1999: The Sean John brand debuts at retail with a launch event at Bloomingdale’s. Combs appears alongside Kate Moss, Jean Paul Gaultier, Karl Lagerfeld, Oscar de la Renta, Alek Wek and John Galliano in a Vogue editorial titled “Puffy Takes Paris,” shot by Annie Leibovitz.
2000: While accompanying his then-girlfriend Jennifer Lopez to the Grammy Awards, Combs wears a green silk chiffon Versace dress that’s open to the navel and becomes an instantly iconic look. Sean John held his first fashion show in Bryant Park during New York Fashion Week. Sean John was nominated for the CFDA Perry Ellis Award for Menswear.
2001: Combs is spending more than $1 million producing Sean John’s first national television fashion show during New York Fashion Week, which aired live on E! Television and Style Network. Sean John is launching underwear at Bloomingdale’s. Combs canceled his Paris fashion show, scheduled for January 2002, in order to support the fashion community after the September 11 terrorist attacks.
2002: According to a fashion review in The, the Sean John show at New York’s Cipriani cost $1.24 million and included “a specially commissioned video and soundtrack, huge theater curtains that required nine workers to lift them, and custom hardwood bleachers and catwalk.” ” contains. New York Times.
2003: Combs is spending $1.5 million on a New York show that includes an 800-module LED screen and a Plexiglas-covered runway. Billionaire Ron Burkle’s Yucaipa Cos. has reportedly invested $100 million in the Sean John brand. Combs was nominated for the CFDA’s Menswear Designer of the Year award. Combs announced that he will run the New York City Marathon to raise more than $1 million for children’s charities. Its sponsors include McDonald’s, Nike and MTV.
2004: Combs won the CFDA’s best menswear designer of the year award, beating out Ralph Lauren and Michael Kors. Retail sales of his brand reach $450 million. Sean John is opening his 3,500-square-foot flagship at 475 Fifth Avenue in New York. Combs appears on Broadway in “Raisin in the Sun.” Sean John purchased 50 percent of Zac Posen’s company, Outspoke LLC.
2005: Combs tries to launch women’s clothing for the first time, but his Sean by Sean Combs line closes after less than a year. Combs signed a deal with CBS Sports to dress on-air personalities as Sean John for the 2006 NCAA basketball tournament.
2006: It launched Unforgivable, a fragrance created with Parlux Fragrances and licensed to Estee Lauder Cos. The ad campaign shows Combs in bed with two women. Combs was honored as Fashion Influencer of the Year by the Accessory Council. Sean John has signed a pajama license with Basic Resources.
2007: Unforgivable won the Fragrance of the Year award in the men’s luxury category at the FiFi Awards hosted by The Fragrance Foundation. Sean John launches The Unforgivable Woman.
2008: After a five-year absence, Sean John returns to the podium. The company is airing “If I Were King,” a fashion show documentary, on MTV. Sean John announced Nelly as the new spokesmodel for Sean John underwear and loungewear.
2009: Sean John launches the fragrance “I Am King”.
2010: Macy’s has signed a deal with Sean John to become the exclusive retailer of the brand’s activewear.
2010: The Fifth Avenue Sean John store is closing.
2012: Sean John signed a shoe license.
2013: Combs presents what he claims is Instagram’s first fashion show.
2013: Estee Lauder refuses to renew the license for Sean John perfume and the license is taken over by Jacavi.
2015: Sean John signed a license with EVY of California for children’s clothing and launched the 3 AM scent.
2016: Global Brands Group Holding Ltd. buys Sean John’s majority stake, and Combs earns an estimated $70 million. Sean John’s US retail sales exceed $525 million
2021: Combs filed a lawsuit against Global Brands Group seeking $25 million for “false endorsement, misappropriation of likeness, and infringement of publicity rights” over the launch of a women’s collection with U.K. fast fashion retailer Missguided Unlimited the previous fall.
2021: After Global Brands Group filed Chapter 11, Combs bought back the trademark for the Sean John brand in bankruptcy court for $7.551 million.
Launch Gallery: A Look at Sean John Through the Years
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