In 1998, Combs decided to launch a signature collection of sportswear under his name Sean John. Since its launch, Sean John has enjoyed critical and commercial success with revenues now exceeding $100 million annually. Through the support of both the fashion community and retailers, Sean John has quickly grown from an urban label to an international brand.
Sean John jackets, jeans, suits, Unforgiveable fragrance, and even Sean John clothing for children and women has become the epitome of what's trendy today in the Urban, Pop, and Hip Hop clothing worlds. SoJones On-line cited Sean John clothing as the line to watch for 2006 and 2007, expecting more growth in the Sean John company's success. As of 2008, Sojones rates Sean John the #1 Hip Hop clothing brand as it commands respect from its original design and high quality history.