Hip hop mogul Diddy took the Enyce clothing brand from Liz Claiborne’s hands for $20 million bucks. Liz Claiborne had been wanting to get rid of the hip hop brand for a while now, after they realized they didn’t want to cater to that type of demographic, and decided Diddy was the perfect choice, since he’s been running Sean John so successfully and all.
“When we did our field research, we found a lot of people were aware of Enyce and it had a lot of the name recognition that’s missing from most of the brands out there,” Combs revealed. “But what happened was it stopped being marketed, and it fell out of the limelight. It’s our challenge to be innovative in our marketing to reintroduce the brand to the public.”
Hip-hop is taking over!