Watch out Ralph Lauren! Jay-Z may be the king of hip-hop, but he's ready to rule the fashion world.

Jay-Z recently kicked off a new online campaign for his apparel company, Rocawear, that he hopes will further expand his brand into the mainstream. The roll out consists of 37 music videos featuring a selection of poets, musicians, dancers and artists from all walks of life. "We are a great American brand, Jay-Z told EURweb. "We don’t envision ourselves as an urban brand or streetwear brand. We wanted to show people how we’ve evolved and repositioned ourselves, without abandoning our original DNA."

So far, two videos have been shot for the campaign. One features the incredible dancing twin brothers Larry and Laurent Bourgeois aka LES TWINS. In the clip, the duo bend, shake and stretch in different ways while dancing to Jay-Z's 'Venus Vs. Mars' and 'On to the Next One.' The other clip stars YouTube sensation Karmin who performs an original song 'Carbon Copy' mixed with Jigga's anthemic song 'Encore.'

So with these two videos, Jay-Z wants people to understand that Rocawear is not just suited for one particular group or culture. "It's all walks of life," says Jigga. "When I played the Glastonbury music festival people said a hip-hop artist couldn't play a rock festival. But culture isn't segmented like that any more. There's so much cross-pollenization[sic] and the same thing is true for clothes."

Rocawear has opened up a pop-up shop in New York to showcase his new clothing line and give people the opportunity to record their testimonials on their impressions of the brand. For more information, go to

Watch Karmin's Video Promoting Rocawear

Watch LES TWINS' Video Promoting Rocawear