Jay-Z truck stop finally opens shop

The Brooklyn Paper
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This is one shop that will really get your motor running — finally.

After a week of stops and starts, the streetwear retailer Rocawear finally rolled out a “new premium line” of apparel at a temporary store inside an 18-wheeler that will be parked at the corner of Pacific Street and Fifth Avenue starting today.

The so-called “Rocpopshop” parked for the first time at the corner of Flatbush Avenue and Pacific Streets — right across the street from where the New Jersey Nets hope to one day make their home.

It’s no coincidence, perhaps, given that Rocawear is backed by a guy named Shawn Carter (you know him as Jay-Z, the legendary rapper and tiny investor in the supposedly Brooklyn-bound team).

His goal, his people said, is to “transport the customer into the Jay-Z and Rocawear lifestyle.”

That lifestyle apparently includes mohair sofas, suede walls, zebra-striped furniture, a 46-inch flat-screen TV, and video games — as well as racks of Rocawear’s newest garb.

Rocawearers who were eager to check out the retrofitted big rig when it was first promised to take up residence in early April, finally got their chance on Friday morning.

“This is really incredible,” said Clarence Franklin, the first shopper to enter the truck. “I’m impressed and I’m hard to impress. It’s an actual store — in a truck!”

Naturally, the delay in opening the “store” was noted by journalist Norman Oder of the watchdog blog the Atlantic Yards Report. He linked the shop’s postponed opening to mega-developer Bruce Ratner’s sidetracked plans to build a publicly financed arena for the Nets, as well as 16-skyscrapers and 2,250 units of below-market-rate housing.

“Is everything [Atlantic Yards]-related delayed?” he joshed.

Rocawear’s “Rocpopshop,” corner of Pacific Street and Fifth Avenue, through May 2, 10 am–9 pm.

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Reader Feedback

Norman Oder says:
I haven't seen it yet. So I'm neither impressed nor unimpressed with the store itself.
April 17, 2009, 10:21 pm
Pete from Prospect Heights says:
There you have it, folks -- the Atlantic Yards project!!!
April 17, 2009, 10:23 pm
Fourth Estate from DUMBO says:
Hmm....buying stuff from inside a truck in Brooklyn? Does this convey a positive message?
April 18, 2009, 8:39 pm
freddy from slope says:

that the homeboy shopping network is back in action ;)
April 19, 2009, 10:21 am
Norman Oder says:
Ok, I've seen it:
April 19, 2009, 1:20 pm

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