While their father, Sean ‘Diddy’ Combs, remains incarcerated at Federal Correctional Institution, Fort Dix, his twin daughters, Jessie Combs and D’Lila Combs, are stepping into the business world with a venture of their own.
The 18-year-old sisters officially launched their new unisex streetwear brand, 12TWINTY1, on Tuesday after teasing the project across social media for several weeks. The launch marks their first major entrepreneurial move and signals that they’re looking to establish an identity beyond their famous family name.
The brand is now officially online, giving supporters their first opportunity to explore what the twins have been working on behind the scenes.
Diddy shares his support
Despite his current incarceration, Diddy expressed pride in his daughters’ latest milestone in a statement provided to TMZ.
“I’m incredibly proud of Jessie and D’Lila. They’ve worked hard to build something that’s authentically theirs, and watching them turn an idea into a real business has been inspiring.”
He continued by emphasizing that the brand represents the twins’ own ambition and creativity rather than simply benefiting from their family connections.
“This is about two talented young women with a vision, a strong work ethic, and the courage to put their creativity out into the world. I hope people judge 12TWINTY1 on the quality of what they’ve created, because they’ve earned that opportunity.”
Those comments underscore the message the sisters appear to be sending through the launch—that this is a business built around their own creative vision.
From social media teasers to an official launch
The twins had been quietly building anticipation for weeks by sharing glimpses of the project online before revealing the brand’s official name: 12TWINTY1.
According to the available information, the label is designed as a unisex streetwear brand, although additional details about future collections or expansion plans have not been disclosed.
As the brand begins its public rollout, attention will likely focus on how Jessie and D’Lila position themselves in the competitive fashion industry.
@thecombstwins We are soooo excited! The time has come! 12TWINTY1 IS ON ITS WAY!!! DM us “777” for a chance to get early access 💙 This is a unisex brand for men and women so men make sure you sign up as well. We have stuff for everyone. Launching Tuesday, July 7 at 3 PM PST. BE READYYYYYYY❕
♬ original sound – 👑The Combs Twins👑
Following a path carved by fashion entrepreneurs
The timing of the launch also comes as the sisters have increasingly been seen alongside prominent figures in fashion and entertainment.
According to the provided information, Jessie and D’Lila have recently spent time with Kim Kardashian, Kaia Gerber, and Kylie Jenner—all of whom have built successful brands alongside their entertainment careers.
While those connections do not indicate any business partnership, they place the twins in the company of celebrities who have successfully transformed personal brands into thriving fashion and lifestyle businesses.
Jessie and D’Lila Combs are the twin daughters of Sean “Diddy” Combs, one of hip-hop’s most recognizable music executives and entrepreneurs. Although they have frequently appeared in the public eye through family events and social media, they are now beginning to establish careers independent of their father’s legacy.
Their debut brand, 12TWINTY1, represents a significant step toward building their own presence in the fashion industry. The launch comes during a period of intense public attention surrounding their family, making the announcement particularly notable.
Why It Matters
Celebrity children often face heightened expectations when launching businesses, especially in industries as competitive as fashion.
For Jessie and D’Lila, the success of 12TWINTY1 will likely depend on whether consumers embrace the products themselves rather than simply the family name behind them.
The launch also reflects a broader trend of younger public figures using social media audiences to introduce entrepreneurial ventures at an early stage in their careers.
Starting a business is a major milestone for any young entrepreneur. For Jessie and D’Lila, doing so while their family remains under intense public scrutiny adds another layer of attention to an already significant moment.
Their father’s public message focused less on celebrity and more on their work ethic, encouraging people to evaluate the brand based on its designs and quality. As the sisters begin this new chapter, they’ll now have the opportunity to let their work speak for itself.
With 12TWINTY1 officially launched, Jessie and D’Lila Combs are taking their first major step into fashion entrepreneurship. The coming months will reveal how their new label resonates with consumers as they build a brand of their own.