Sean "P. Diddy" Combs recently met his designers to discuss changes in Sean John, including an upcoming women's line in hope to get past the "urban" label.

First, Diddy revealed that the forthcoming Sean John collection will only feature three T-shirts. Since becoming one of fashion's most popular brands, Sean John has become recognizable courtesy of the signature logo and "SJ" initials featured on its clothing. Yet, Diddy says he wants to do away with the famed lettering.


"I'm putting you on rations," Diddy told his designers, according to the NY Times. "From now on, I want people to read the name without seeing the name. You get me?"

Not satisfied with racking up approximately $400 million per year in sale, Diddy now wants Sean John to cross urban boundaries and establish itself as a universal brand. If successful, the move could prove highly profitable for Puff considering that he still owns the line. Last year, Russell Simmons sold Phat Fashions to Kellwood, a giant clothing manufacturer, for $140 million.

Though still successful, Sean John suffered shrinking sales in the last two years and a net loss last year. Insiders say the low sales are evidence that urban fashion is now decreasing. Disorganized distribution is also believed to have caused SJ to slip in sales.

Hoping to return Sean John to more glorious days, Diddy made critical changes in his team. He replaced his former executive vice president, Jeffrey Tweedy with Robert J. Wichser; Joseph Abboud Apparel Corporation's former chief executive. Prior to hiring Wichser, Diddy held the chief executive title. Now, word is Wichser said he wouldn't work with SJ unless he got the chief executive title.

Diddy is also readying to launch a Sean John's women's line and is looking to associate the brand with licensed products like leather sneakers, belts and rims. Insiders say Puff is likely to rise again partly because Sean John makes 70% of its own clothes. Most celebrity-fronted brands are made under licenses with other companies.

"If he can get the women's working, he can become a true lifestyle brand," analyst Eric M. Beder shared. "Sean John can become more than just Puff Daddy's company."

__________________

I can't see too many chicks rocking Sean John :| .

__________________