Launched in 1999 with a men's sportswear line, Diddy's highly successful Sean John brand won a CFDA award in 2004 and continues to bring in $400 million in U.S. retail sales annually. This year Sean John added women's apparel, underwear and loungewear. "I design for a woman who's into being sexy, who likes going out, is a trendsetter but at the same time has a level of sophistication beyond trends," says Combs, who was one of the first celebrities to crossover into fashion design.
"I come from Harlem, New York and one of the things Harlem is known for is style," Combswho learned how to sew by watching his grandmother work a needle and threadhas said. Still, "I didn’t think I’d end up being a designer."