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Sean “Diddy” Combs Rocks the Business World
One of the hardest working men in hip-hop visits the A-T-L to promote his Sean John clothing line, and gives AW insight into his savvy business sense.
by Nicole D. Smith
November 10, 2008
I
t’s his sexy demeanor, cool-kid swagger and numerous name changes that keep record
producer and recording artist Sean Combs, better known by his fans as Diddy, in the spotlight. But
it’s his shrewd business acumen that has brought about the respect he’s earned among corporate
America’s top dogs – and garnered the attention of millions of men and women around the world.
Combs is the man behind a prolific business empire that he created from the ground up, and,
in the process, transformed him into an iconic American figure. The entrepreneur has created and
continues to build multiple brands, including Bad Boy Records and fashion lines Sean John and Sean
by Sean Combs, recently acquired by Enyce. According to ApparelSearch.com, since Sean John
has been on the market, the company has consistently maintained an average of $400 million in
revenues a year. He’s the executive producer of MTV’s hit reality show Making the Band, and owner
of Justin’s, popular restaurants located here in Atlanta and in New York. Anyone who knows his work
knows that Diddy creates products that stem from America’s thriving hip-hop culture. And for that,
he makes no apologies.
“I’m proud to wear a badge from the hip-hop community,” Combs says as he signs autographs
for the hundreds of people standing in line outside Macy’s at Lenox Square in Buckhead. “[Whether
someone calls me a] hip-hop mogul or just mogul … I think that I’m always going to be part of the
hip-hop culture and proudly represent the hip-hop culture.”
Combs’ business intelligence can be spotted easily today, but he remembers the beginning of
his entrepreneurial spirit, which was sparked by the necessities of everyday living and the reality
of how imperfect life can be.
“[I originally got my business acumen] from my first paper route and having to pay bills and
put food on the table,” says Combs as he thinks back to his upbringing in Mount Vernon, N.Y. “I
think you get business acumen when your rent is due or your car insurance can’t be paid. And that
motivated me to take care of my family.”
Since his fledging days of startup businesses, Combs has worked vehemently toward building
his brands, which accounts for his recent appearance here in Atlanta outside Macy’s at Lenox Square
mall. The superstar presented designs straight off the runway. It’s his Sean John line that led to
the mogul’s 2004 award from the Council of Fashion Designers of America for menswear of the year
award, which many fashion designers can only dream about. Combs reminds those who want to achieve
great success that skill and diligence are essential.
“You have to understand how much hard work goes into in it,” he says. “You have to
understand how [clothes] are manufactured overseas. And just really master what you do.”
Combs’ business skills have separated him from other urban brands such as RocaWear by rapper
Sean Carter and Phat Farm created by fellow hip-hop mogul Russell Simmons. Sean Jean is celebrating
10 years on the fashion scene. And the popular brand now includes women’s outerwear and a sports
fashion line. Combs says he’s discovered the simple reason fans continue to respond positively to
his unique products and sense of style.
“I think [people] buy [Sean John] because they like the products. … [B]ecause the way our
[clothes] are produced represents timeless fashions and not just trends. Our aesthetic is more
about urban elegance. Our aesthetic is cleaner, and it has more sophistication, and it’s just
different. It represents my style.”
Photo Credit:
DJ Bing/House of Fashion and Photography
Sean "Diddy" Combs appeared last month at Macy's Lenox Square in Atlanta to celebrate the 150th anniversary of Macy's and the 10th anniversary of Sean John, his line of fashions for men, women and boys. His special appearance was attended by 1,400 fans and included an exciting runway show, a performance by BadBoy recording artist Janelle Monae, and an autograph-signing session by Diddy for select Macy's customers.
