Rocawear's pop up at Openhouse Gallery. The space was designed by Gille Mills.

Rocawear is renegotiating its brand to appeal to a wider audience.

Mills' aesthetic plays off an old-school tailor shop feel partially inspired by his Memphis roots.

Throw-back Roc.

Rocawear didn't put their name on the Openhouse Gallery facade, but they reserved white space for the new logo to get some power.

Gille Mills, designer of the Rocawear pop up at Openhouse Gallery, was inspired by Michael Smith's design at the Ace Hotel in Palm Springs.

Threads - the roots of fashion.

Mills + Rocawear took the American flag and made it black and white. A classic reinterpretation.

All they need is a silver lunch tin.