In 1998, Combs decided to launch
a signature collection of sportswear under his name Sean John. Since its launch,
Sean John has enjoyed critical and commercial success with revenues now exceeding
$100 million annually. Through the support of both the fashion community and
retailers, Sean John has quickly grown from an urban label to an international
brand.
“ I always had the idea that I would start my own apparel line, but I
wanted to make sure the timing was right and that I had the time to devote to
it. ”
—Sean Combs, on launching Sean John
Sean John has often appeared at
the award ceremony for the Council of Fashion Designers of America (CFDA) held
annually in New York. For five consecutive years since 2000, Sean John has been
nominated for its excellence in design. In 2004, Sean John was awarded the CFDA
Men's Designer of the Year award.
In February 2001, Sean John produced the first nationally televised runway show
during Fall Fashion Week when it simultaneously aired live on E! Television
and the Style Network.[citation needed] During fashion week in February 2002,
the New York Times ran a front page story on Sean John.[citation needed]
In 2004, Sean John invested
in the high-end label Zac Posen.
On August 1, 2008, Dawn Robertson formerly of Old Navy, was named the president
of Sean John. In October 2008, the company purchased urban lifestyle brand Enyce
from Liz Claiborne for $20 million dollars.[1][2]
In November 2008, Combs launched his latest men's perfume under the Sean John
brand called I Am King.[2] On November 24th, 2008, he unveiled a new Times Square
billboard for the I Am King line to replace his iconic Sean John ad. The giant
billboard is currently the largest print ad in Times Square.