Sean “Diddy” Combs is celebrating a milestone for his twin daughters from behind prison walls. Jessie and D’Lila Combs recently unveiled their first fashion brand, 12TWINTY1, marking a new chapter for the 19-year-olds as entrepreneurs. The launch comes during a turbulent period for the Combs family. Still, the sisters have remained focused on building a business they say reflects their lifelong passion for style.
The twins officially introduced the unisex streetwear label this week. Their debut release, titled the “777 Collection,” features hoodies, sweatpants, T-shirts and tanks. According to the brand, every piece was designed in-house and emphasizes heavyweight fabrics and everyday wearability. Prices range from $34 to $119.
Diddy, who founded the Sean John fashion brand decades ago, expressed excitement after learning his daughters’ collection had officially launched.
“I’m incredibly proud of Jessie and D’Lila,” he said. “They’ve worked hard to build something that’s authentically theirs, and watching them turn an idea into a real business has been inspiring.”
A Brand Inspired by Sisterhood
The name 12TWINTY1 carries personal significance for the sisters. It references their Dec. 21 birthday while incorporating the word “twin” to celebrate their lifelong bond. On the brand’s website, Jessie and D’Lila explain that fashion has been part of their lives since childhood.
“Since the age of three, we’ve picked out our matching outfits and styled ourselves — fashion has always been part of who we are, and designing our own line was always the dream,” the sisters wrote. “12TWINTY1 is our birthday, December 21st — but instead of spelling out 21, we wove in the word twin to embrace being mirror images of each other. A unisex brand made for everyone, no matter your age, gender, or size.”
The collection’s title also honors an important family connection. The number seven represents the seven minutes between their births. It also pays tribute to a favorite number shared by both Diddy and their late mother, Kim Porter.
The twins recently explained that the idea for the label existed long before recent family headlines. They said they spent several years developing the concept before deciding to launch following their high school graduation.
Following Their Own Path
Although their father remains one of hip-hop’s most recognizable fashion entrepreneurs, Jessie and D’Lila say they want the spotlight to remain on their own work.
“We’ve been planning this for about three years now,” one of the sisters told Page Six. “Ever since we were little, we’ve loved fashion.”
They also acknowledged receiving guidance from Diddy throughout the process.
“Our dad has always had incredible style, and our mom did too, so they’ve both inspired us,” one sister said. “We’ve gone to him for guidance many times, and he’s been incredibly helpful.”
At the same time, the twins emphasized that they hope consumers judge the brand on its own merits rather than their father’s circumstances.
“His press is his press and our press is our press,” one sister said. “Our journey is separate. We try to stay positive, and we’re focused on what we’re building.”