With a party in midtown, commemorative pieces and a commercial directed by none other than SPIKE LEE, JAY-Z is pulling out all the stops to celebrate the 10th anniversary of Rocawear.

“[I'm] really excited,” he said. “It started in rap. They said rap was a fad and it never would last. Here we are, 30-something years later, the most dominant force in music. They said that sector in fashion — street-urban-apparel sector — they said that’s dead the last seven years, and here we are still.”