Sean John Gears Up for International Expansion

Almost a year ago, Global Brands acquired a majority stake in Sean John, the brand started by Sean “Diddy” Combs that will celebrate its 20th anniversary next year. The main premise of the deal was to expand the line’s global presence, which Jeff Tweedy, Sean John’s president, said will begin in 2018. As the Sean John team prepares to grow the company internationally, they are focusing on broadening the assortment and fine tuning its marketing.
Tweedy has tapped two Atlanta musicians to lead its holiday and spring marketing campaigns entitled “Dream Big.” They are Jacquees, the singer behind “B.E.D.,” whose real name is Rodriquez Broadnax, and YFN Lucci, the rapper behind “Everyday We Lit,” whose real name is Rashawn Bennett.
“We wanted to talk about fashion again. So this new campaign is fashiontainment,” Tweedy said. “We follow these guys on Instagram and their platforms are less about music and more about fashion. They have these amazing careers and we just feel like this young customer is paying attention to what they wear.”
The firm is also broadening its collection and they’ve hired Scott Langton, who was the original designer of the brand, as vice president of design. Langton, who worked for Sean John from

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