Founded in 2008, the Paper Planes brand was created by Emory Jones, Head of Lifestyle at Roc Nation. The streetwear brand combines street fashion, music, and design and is known for its signature headwear and T-shirts.

The brand is easily recognizable by its distinctive black-and-white paper airplane logo, rendered with a two-tone American flag. The logo represents imagination and the thought of mentally getting somewhere before physically getting there.

In 2018, Jay-Z filed a trademark for Paper Planes, and the brand has since become a fully-fledged standalone brand.