Jay-Z, photographed during his performance at the “Universal Power Party” hosted by the Power 106 FM radio station at the Universal Studios Hollywood in Los Angeles by Bill Daniels on November 6, 1998. The rapper was the headlining performer at the party, bringing along his Roc-A-Fella Records comrades Memphis Bleek, Beanie Sigel, DJ Clue? and Christión to help entertain the West Coast crowd. During his set he brought out his friend Jermaine Dupri, who had released their Grammy Award-nominated single “Money Ain’t a Thang” six months earlier. Founded in March ‘96 by Seattle natives Lando Felix, Evan Davis and Tony Shellman, ENYCE was an urban streetwear brand that took it’s design cues from hip-hop fashion trends and skateboarding. At the height of it’s success the brand was pulling in $93 million annually. In the early days of Jigga’s rap career brands such as ENYCE and Russell Simmons’ Phat Farm would send large boxes of free merchandise to the record label’s John Street offices for him to wear during public appearances. He also signed to a few short-term sponsorship deals, receiving small checks for his name and likeness. However, the business acumen of the three Roc-A-Fella co-founders meant they knew they could earn themselves more than a few free shirts and a check or two. Having a clothing label was always in the Dynasty plan, and after a year of organizing their fashion takeover Rocawear was launched in July ‘99 to undeniable success. #JAYZ #ENYCE