Sean John X Missguided – The history of Sean John

SEAN JOHN X MISSGUIDED is the latest collaboration dropping on 29th September. We have teamed up with the iconic streetwear brand to bring you the first ever women’s collection from the label. For over 20 years, Sean John has been an established name among musicians, celebrities and fashion lovers alike. Keep reading to find out how P Diddy’s brand secured its name as one of the most important trailblazers in casual apparel.

Who is Sean John?

Sean Combs, or P. Diddy, as you may have previously known him, is not only an RnB legend, but also a business mogul, with multiple brands under his belt. One of the most notable and culturally influential of these, is Sean John, his fashion line.

How was Sean John started?

Sean wasn’t just looking to extend his brand, or develop a business venture, he was on a mission to change the face of fashion. 

Sean John was launched in 1998 and quickly established itself through the placement of a Times Square billboard, featuring the main man himself.

In 1999, Coombes attended the New York debut of the label, with a cocktail party at Bloomingdales (how else?!). This elevated the brand from being streetwear, to luxury department store fashion. He blurred the lines between casual and high fashion forever.

The brand is famed for its trackpants, sweaters, baggy tees, hoodies and oversized parkas, which aligned heavily with hip hop culture at the time. He celebrated an essence of luxury, when other brands were looking towards a grunge aesthetic.

Combs, along with his company president and press officers managed to transform the brand from a sportswear label, to a luxury fashion empire that was backed by everyone who was anyone, including Vouges’ Anna Wintour.

Not only was Combes developing and establishing a label that would make history, but he was challenging perceptions of race and amplifying a Black voice in the very white fashion industry of the 90s. He paved the way for many Black creatives today. 

Over the years, he received multiple nominations from the Council of Fashion Designers of America and 2004, took home the title of designer of the year. This was the very first time that a Black designer had taken this title.

Sean John in 2020

Sean John now holds a place in fashion history, as well as fashion future. It continues to be sold in high-end department stores worldwide and is frequently spotted on celebrities including Rihanna and J-Lo.


In case you haven’t heard, we have teamed up with Sean John to drop their first ever women’s collection. Fronted by rapper, BIA, this groundbreaking collab will see the iconic label like never before. The must-have capsule collection will feature 117 items and will be available to buy at Missguided from the 29th September 2020. 

Inspired by the history of the brand and its music heritage, the collection features the velour, nylon and sweat fabrics synonymous with classic styles. The range offers joggers with coordinating hoodies, oversized t-shirts, bike shorts, mini dresses, leggings, bodysuits, intimates and accessories.

SEAN JOHN X MISSGUIDED – find out more.

Bia wearing SJ velour tracksuit
Bia wearing SJ velour tracksuit yellow background
Bia wearing black velour sean john tracksuit
Bia in black velour tracksuit