Jessie and D’Lila Combs unveiled their debut fashion label 12twinty1 on Instagram on Wednesday (July 9), introducing a streetwear brand rooted in identity and inspired by their twinhood.
The twin daughters of Diddy announced the launch through a video post, revealing the name draws from their shared birthday, December 21. The brand’s mission centers on comfort, self-expression and inclusivity.
“We’ve been waiting our entire lives for this moment — and it’s surreal to finally share it with you,” the twins said in a joint statement. “This isn’t just a brand. It’s our story. Our bond. Our roots. 12twinty1 was created with purpose, built from who we are, not just what we wear.”
They continued, “The name reflects our birthday, December 21st, but it means so much more: 1 is bold, fearless, and marks the beginning of something powerful. 2 speaks to love, connection, and harmony, the essence of our twin hood. We’ve spent so much time pouring our hearts into creating a brand that speaks to everyone. It’s more than fashion, it’s about identity, confidence, and being seen. This is just the beginning. Stay tuned. We cannot wait to grow this with you.”
The launch marks a new chapter for the Combs family in fashion, following in the footsteps of their father’s once-dominant clothing empire, Sean John.
Founded in 1998, Sean John became a staple in Hip-Hop fashion, pulling in over $500 million in annual sales during its glory days.
In 2016, Diddy sold a majority stake in Sean John to Global Brands Group. After the company filed for bankruptcy, he repurchased the label in 2021 for $7.5 million, aiming to restore its legacy.
But while his daughters are building their own fashion identity, Diddy’s public image continues to unravel.
Last week (July 2), he was convicted on two federal counts of transporting individuals for prostitution. He was acquitted of more serious charges, including sex trafficking and racketeering.
Each conviction carries a maximum of 10 years in prison. Legal analysts expect a sentence between 2.5 and 5 years. He remains in custody after being denied bail, with the judge citing concerns about violence in past relationships and potential witness tampering.
Diddy’s sentencing is scheduled for October 3, 2025.
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