Diddy's Twin Daughters Launch Fashion Brand While Dad Does Hard Time

While their father serves time at Fort Dix, Jessie and D’Lila Combs are making their own headline—and it’s got nothing to do with controversy. The 18-year-old twins officially launched their streetwear brand, 12TWINTY1, on Tuesday, and it’s already turning heads in a space where celebrity offspring tend to either succeed spectacularly or fade fast.

Here’s what makes this move interesting: these aren’t just kids trading on a famous name. Jessie and D’Lila have been quietly building this project for weeks, teasing it on social media before the official drop. That kind of slow burn—the kind that builds anticipation—suggests they actually thought through the rollout rather than just announcing something and hoping their dad’s industry clout would do the heavy lifting. The brand is unisex, which is smart positioning in 2026’s fashion landscape where rigid gender categories feel increasingly outdated.

Diddy himself weighed in with a statement that hits different given his current circumstances:“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 goes on to say he hopes people judge 12TWINTY1“on the quality of what they’ve created, because they’ve earned that opportunity.”That’s a father essentially asking the world to evaluate his daughters’work on merit, not association—a fair ask, and one that suggests he’s thinking clearly about their independence.

The twins certainly have connections worth leveraging. They’ve been spotted running in elite circles with Kim Kardashian, Kaia Gerber, and Kylie Jenner—each a titan in the brand game. That kind of proximity matters in fashion, where access and cultural capital can make or break a launch. But proximity isn’t everything. What actually matters is whether 12TWINTY1 offers something people want to wear, not just something they want to be seen wearing.

For Jessie and D’Lila, this is their moment to prove they’ve got more than just good genes and good connections. The fashion world’s watching, and so is everyone else.