Thepopularity of the brand was mainly fueled by people that representsthe brand. People representing the brand include Combs himself,musicians such as T.I., Fabolous, The Game and Daddy Yankee, athletesincluding Dwyane Wade and Tristan Sooklal, plus fashion models TysonBeckford and Kevin Navayne.

Sean John clothing is an urbanclothing line founded by Sean John Combs himself in 1998. Since itslaunch, Sean John has enjoyed critical and commercial success withrevenues now exceeding $100 million annually. Through the support ofboth the fashion community and retailers, Sean John has quickly grownfrom an urban label to an international brand.

This successhave gained recognition from several award giving bodies. Sean Johnhas often appeared at the award ceremony for the Council of FashionDesigners of America (CFDA) held annually in New York. For fiveconsecutive years since 2000, Sean John has been nominated for itsexcellence in design. In 2004, Sean John was awarded the CFDA Men'sDesigner of the Year award.

Sean John Combs have also releaseda fragrance for men under the same banner. This became the start of anew company in which Sean John called "Sean John Clothing Inc".It is a a clothing and fragrance line owned by hip-hop mogul SeanJohn Combs and supermarket mogul Ron Burkle.

In November 2008,Combs launched his latest men's perfume under the Sean John brandcalled "I Am King" dedicated to Barack Obama, Muhammad Aliand Martin Luther King. In his blog he stated: "There is a blackpresident and it's time for there to be a black Bond". InNovember 2008, he unveiled a new Times Square billboard for the "IAm King" line to replace his iconic Sean John ad. The giantbillboard is currently the largest print ad in Times Square.

"Ialways had the idea that I would start my own apparel line, but Iwanted to make sure the timing was right and that I had the time todevote to it." -Sean Combs, Launching of Sean John.