“When we were first starting out, brands were based on an entertainer, I wanted to introduce people to the brand through art. He’s in his garage throwing paint, oil and tea bags on the jeans and then sending them out to be replicated.”īurke has been promoting the line with events in major cities that feature pieces custom-designed by emerging artists from the line. It’s about American heritage and Carlos is very hands-on with design.

“But with this line there’s also a more hands-on approach. I don’t think there are brands that are growing that large these days,” said Burke when asked about how the market has changed.

Burke said the line will hit Macy’s later this year. The line, which consists of denim and varsity jackets, launched exclusively at Foot Action last year but has expanded into 200 stores including Downtown Locker Room and City Blue. When working with Roc-A-Fella, which was acquired by Def Jam in 2004, Burke helped grow Rocawear, the label’s streetwear brand, into an almost $700 million business, and although he had no plans of reentering the fashion business, when a childhood friend introduced him to Fourth of November, which was founded by Carlos Rodriguez, he joined the team to help them grow the company.

The pop-up also marks the official introduction of The Reasonable Doubt collection, which according to Burke won’t be a one-off line. The shop will be stocked with The Reasonable Doubt collection, which includes T-shirts, hats, cassettes and posters, that will be priced from $40 to $130, in addition to exclusive pieces from Fourth of November and limited-edition New Era Reasonable Doubt 20th-anniversary hats.

Reasonable doubt jay z album art poster