The clothing line was intended to target young men in urban areas, heavily inspired by hiphop culture such as breakdance, graffiti, DJ-ing and rap.

On the footwear side, the brand’s early designs like the Ice Lamb, Mercedes and Pro Edition were very popular within the New York fashion scene.

Soon, World Of Troop was on the radar of other major brands and began to grow rapidly outside of NYC and up and down the East Coast to Nationwide.

Additional rumors claimed that rapper LL Cool J appeared on "The Oprah Winfrey Show" urging viewers to protest the company.

The brand exchanged ownership numerous times through comeback attempts and licensee deals in the early 2000s, and in 2008, Grammy Award winning artist Nelly obtained the TROOP apparel license.