EXCLUSIVE: Sean Combs Regains Control of Sean John Brand

Sean “Diddy” Combs gave himself an early Christmas present this year: He’s buying back his Sean John brand, the game-changing streetwear label he created in 1998.

And while it may have cost a little more than he had originally expected, the winning price of $7.551 million was well worth it for him to regain control of his eponymous brand, sources said.

“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,” Combs 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.”

December 21, 2021