Since his legal issues began, little has been said about what’s been going on with the businesses of Sean “Diddy” Combs. The mogul built an empire which at one time had him close to the Black Billionaire list, but legal fees, lost endorsements and lost television shows, and of course settlements have taken a chunk out of his fortune. But what about those businesses? Among others, what happened to Sean John, Diddy’s once popular clothing brand.
At one point, his clothing line was not only very popular but also very successful, even included in a partnership with Macy’s but people are now wondering what happened to Sean John.
Sean John Timeline
The Rise of Sean John
The Sean John label was launched in 1998 and was one of the first Hip-Hop clothing lines of that era to make a huge impact on the market. The name Sean John was Combs’ first and middle name, so the brand was tied closely to him and his personality.
As Combs remarked to GQ in an interview about the brand, some were skeptical about this new clothing line.
“Jeff [Tweedy, then president of the brand] initially faced some pushback from the retailers who categorized us as urban and as a celebrity without staying power, but that wasn’t something I ever thought about,” Puff shared.
“It brought that swagger of urban fashion and injected right into mainstream culture. Their timing was impeccable,” Ted Jenkin, president of Exit Stage Left Advisors, told FOX News Business.
Jenkin added, “He really wanted rappers or Hip-Hop artists to have a seat at the table and not be considered just another Black-owned label. He wanted something that could rival brands, well-known brands at that time like Tommy Hilfiger.”
Soon, the product showed up everywhere, including Bloomingdale’s and Macy’s department stores. Celebrities like Jennifer Lopez, the rap mogul’s girlfriend at the time, wore the clothing line on the red carpet at events. Actor Channing Tatum sported the outfits on the runway at a fashion show in 2003, and Rihanna was seen wearing the line, too.
The line and the popularity of Sean John expanded and Diddy and his Sean John brand even won at the Council of Fashion Designers of America – better known as CFDA – awards, beating out brands like Michael Kors and Ralph Lauren in 2004, becoming the first Black man to win in the menswear category.
And the brand wasn’t just a men’s or women’s urban clothing staple, the brand included footwear, business clothing, including suits, and fragrances.
The Fall of Sean John
Almost a decade ago, the brand was worth almost a half-billion dollars. Things were going swimmingly.
Then, Combs sold 90 percent of the company to Global Brands for an estimated $70 million.
He later sued the company for misrepresentation among other things in 2021. Global Brands filed for bankruptcy and Combs was able to buy Sean John back for just $7.551 million.
Combs explained to Fox Business back in 2021 why he decided to buy back the company.
“I launched Sean John in 1998 with the goal of building a premium brand that shattered tradition and introduced Hip Hop to high-fashion on a global scale,” he said.
“Seeing how streetwear has evolved to rewrite the rules of fashion and impact culture across categories, I’m ready to reclaim ownership of the brand, build a team of visionary designers and global partners to write the next chapter of Sean John’s legacy,” he added.
But things never really picked back up for the brand.
What happened to Sean John in the last couple years?
In 2023, shortly after the lawsuit from Cassie Ventura, Macy’s announced that Sean John was being phased out by Macy’s. These days, the product can only be seen at Walmart and stores like Burlington, at discounted prices. The Sean John website is gone with no redirect. And the company’s instagram account has zero posts., though it still boasts nearly a quarter million followers
The Sean John line still exists but barely, and to no one’s surprise, because of Combs’ legal issues. What is surprising is that the line itself was in trouble way before Combs’ legal problems began. And the downfall really came shortly after the company’s sale.
For all intents and purposes, Sean John is long gone. End of an era!
