Page 91 - CNM_AUGUST_13TH_2012._Neat

BEHIND THE BRAND

SEAN JOHN

n order to go behind Sean John the brand,
Iyou must first go behind the man:

Sean John Combs. Known as “Diddy” by some, Combs is a man
who wears many hats. From pioneering producer to pop culture
icon, fashion designer to philanthropist, fragrance designer to
father, CEO to celebrity, he’s the definition of a modern-day
Renaissance man. But his mogul status was not handed to him on
a silver platter. Fully throwing himself into everything he does,
passion is the root of Comb’s success.
Long before Comb was living his dream, he was an intern at
Uptown Records, a New York City mecca for hot new artists.
After working his way up to corporate ladder at lightning speed,
the entrepreneurial Combs founded Bad Boy Entertainment in
1993. A magnet for emerging urban talent. Bad Boy Entertainment
produced a slew of multi-platinum recording artists, including
Combs himself. Several hit singles and a laundry list of chart-
topping artists later, Combs secured his status as a hip-hop mogul.

Since he’s known for creating trends in both music and style,
fashion was a natural extension for Combs. In 1998 (at the age
of 29) he started Sean John apparel, kicking off the trend for
celebrity spawned fashion lines. His interpretation of urban style-
featuring the sweat suits, hats, and logo tees you’d see in a Bad
Boy produced video-enjoyed success in the market place and
critical acclaim by the fickle fashion press. And in 2004 Combs
won the fashion equivalent of a Grammy: The prestigious CFDA
Perry Ellis Award for Best Menswear Designer of the Year.

A successful part of Comb’s fashion empire, the House of Sean
John Fragrances is built upon key attributes that reflect Sean
Comb’s iconic lifestyle, and each unique fragrance explores a
different side of Combs’ personality. As with all his fragrance
creations. I AM King was inspired by the entrepreneurial mogul
himself and embodies his dashing, elegant, sophisticated side.
It’s a fragrance of quality for moments when you need to be cool,
stylish, and ready for action with self-assurance to take on the
world.

Today, as CEO of Bad Boy Worldwide Entertainment, Mr Combs’
interests encompass a broad range of businesses from music
publishing and fashion to producing shows for television and
film-and, of course, fragrances that aim to embody his contagious
passion for life.

CNM | CARIBBEANNETWORKMAGAZINE.COM 91