Tiktok has brought us many things: core aesthetics, not-so-easy dance challenges, and videos that live in our head rent-free. Out of all the trends to come from the social platform, reviving Y2K fashion is probably its most significant accomplishment so far. Velour Tracksuits, low-rise denim, True Religion jeans, popcorn tops, and somehow even J-Lo and Ben Affleck back together can all be traced back to TikTok making it a trend once again. So the news of the iconic early 2000s label, Sean John, is making a comeback isn’t all that shocking but oh, are we ready— velour warm-up suits here we come.
Before Skims, SJP by Sarah Jessica Parker, or Beyoncé’s Ivy Park—there was Sean John. The label was a pioneer in the world of celebrity-owned lines. Launched in 1998 by American rapper and record executive Sean Combs—better known by his nicknames Puff Daddy, P. Diddy, or Diddy, it didn’t take long for the brand to become a fan-favorite among A-listers like J. Lo, Rihanna, Aaliyah, and many more. Much like his take on music, Diddy always took the “go big or go home” approach. His earlier runway shows invited a curated guest list of only the best with extravagant and high-budget productions. The New York Times reported, the invites one year were machine-embroidered and came with silk knot cufflinks in suede boxes, which cost more than $60,000 a pop.
The hip hop mogul sold off most of Sean John to the apparel giant Global Brands Group in 2016, but GBG’s U.S. unit filed for Chapter 11 bankruptcy this summer, citing losses due to the coronavirus pandemic. Things got a bit heated back in February when Diddy sued Global Brands Group for $25 million for “false endorsement, misappropriation of likeness and violating his publicity rights.” Combs hit the company with another lawsuit a week later for $60 million “for breach of contract, unfair competition, common law trademark infringement, deceptive practices, and unjust enrichment.” Now, according to WWD, the Hip-hop entrepreneur has regain control of his namesake label for $7.551 million. Although a bit steep than his original bid $3.3 million to buy back the assets—it’s hard to put a number on your name.
Sean John making a comeback in the 2020s is an interesting concept that we’re waiting to add to cart—and we’re sure TikTok is, too. In the meantime, check out some runway images from Sean John’s Fall 2003 show at Cipriani’s which cost $1.2 million.
