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. Sean John has often appeared at the award ceremony for the Council of Fashion Designers of America (CFDA) held annually in New York. For five consecutive years since 2000, Sean John has been nominated for its excellence in design. In 2004, Sean John was awarded the CFDA Men’s Designer of the Year award.
In February 2001, Sean John produced the first nationally televised runway show during Fall Fashion Week when it simultaneously aired live on E! Television and the Style Network. During fashion week in February 2002, the New York Times ran a front page story on Sean John.
In 2004, Sean John invested in the high-end label Zac Posen.
On August 1, 2008, Dawn Robertson formerly of Old Navy, was named the president of Sean John. In October 2008, the company purchased urban lifestyle brand Enyce from Liz Claiborne for $20 million dollars.
In November 2008, Combs launched his latest men’s perfume under the Sean John brand called I Am King. On November 24, 2008, he unveiled a new Times Square billboard for the I Am King line to replace his iconic Sean John ad. The giant billboard is currently the largest print ad in Times Square.