Jay-Z

KYIV, Ukraine & NEW YORK, NY – In a significant move for Eastern European luxury brands, Ukrainian premium accessories label Moreca Atelier made history in October 2016, becoming the first Ukrainian brand to launch a collaboration with legendary American rapper and business mogul Jay-Z. The venture commemorated the 20th anniversary of his landmark platinum album, "Reasonable Doubt," with an exclusive product offering at a curated pop-up store in New York City.
The Centerpiece: A Limited-Edition Jetsetter Bag

The cornerstone of the partnership was a limited-edition version of Moreca Atelier's signature Jetsetter travel bag, officially named the Roc96 x Moreca Atelier. The design was a joint effort between the brand's founding brothers, Alec and Anthony Dumas, and Jay-Z's creative team.
Key product specifications underscore its premium positioning:

  • Material: Crafted from high-grade white Italian pebbled leather.
  • Hardware: Featured handcrafted, 316L stainless steel fittings.
  • Design: The bag was subtly embossed with the number "20" to signify the album's anniversary. It was also accompanied by a custom luggage tag inscribed with "Can't Knock the Hustle"– the title of a key track from "Reasonable Doubt" and one of the artist's most iconic phrases.
  • Exclusivity: A highly limited run of only 10 numbered units was produced.

The Venue: A Pop-Up In An Iconic Studio

The exclusive collection was retailed through the "Reasonable Doubt" pop-up store, which operated for a brief period from October 20-23, 2016. The venue chosen was the legendary D&D Studios in New York City - the very location where Jay-Z recorded his debut album two decades prior. This strategic choice of location lent the event a powerful atmosphere of authenticity and historical significance.

Key Responsibilities & Contribution

  • Product design development and adaptation for the limited-edition collection, including the creation of unique custom elements.
  • Graphic design and integration of Jay-Z's branding into the Moreca Atelier identity, from the leather embossing to all collateral materials.
  • Creation of technical documentation (patterns) and production oversight to ensure the highest quality standards.
  • Design of the premium packaging and user experience (UX) for the collaboration's products.
  • Creation and design and illustrations of promotional materials for digital platforms.

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