The rise and rise of Trapstar
The most notable thing about Trapstar’s success was its shunning of traditional promotion. The brand’s early items were sold via word of mouth, and the brand had no website or shop front. The Trapstar designers had the idea that “scarcity sells” – and that proved true too. The gang’s desire grew organically through word of mouth – in the music and sport worlds of London – before ever being seen on shop shelves. This street cred became the starting point that advertising could not give other labels.
Enter Jay-Z’s Roc Nation and a new partnership is born
Ownership of Trapstar got a little more complicated in 2021 with the introduction of Roc Nation – Jay-Z’s entertainment and talent-management empire – as an investor. This agreement did not push out the brand’s original creators, which means that Mikey, Lee, and Will continued to own and create the brand but got access to capital, resources and distribution systems through Roc Nation. The transaction is considered one of the most savvy in modern streetwear – a major label endorsement that led to greater media coverage, without compromising street credibility.
Celeb endorsement and street cred
One of the ways Trapstar became a valuable brand prior to signing with Roc Nation was simply as a result of its popularity with celebrities. Rihanna, A$AP Rocky, Stormzy and UK Drill rappers wore Trapstar Hoodie organically – they liked it. Such free advertising is much more valuable than sponsored content, and Trapstar earned the distinction of being a brand worshipped by culture – not one that worships culture. For future consumers of Trapstar, this story about Traphouse ownership and legitimacy confirms Trapstar is legitimate in its structure.
Trapstar’s ownership structure and what it means for consumers
Knowing how Trapstar is owned is important to buyers because ownership is a signal of intent. This brand is firmly in the hands of its founders, and the three originals retain creative control of product. Roc Nation’s backing has increased manufacturing and stockist power, now taking pieces to more stores than ever. And products are still launched in limited runs through Trapstar’s own store, and other retailers that stock the brand, thereby sustaining the exclusivity that led to its success. For shoppers looking to own Trapstar apparel, it’s a guarantee of design integrity.
A designer-owned brand
After 20 years of three friends screen-printing T-shirts in West London, the ownership of Trapstar is the streetwear brand’s story. No one has-it’s own has. The Trapstar Jacket founders grew a brand based on community, exclusivity and involvement in culture – and they own it. This is not as common in fashion as it should be and it is why Trapstar retains credibility for both the ‘have’ and ‘have-nots’.
