“Mazia will be a vengeance against all other brands that have taken the style from my generation and attempted to duplicate what we do naturally,” said Santana (born LaRon James). “Other labels have tried and just haven’t gotten it right because they were missing that key ingredient: me.”

Lawrence Arthur, of Z-Line Clothing, added that Mazia’s mission is to “hit the fashion industry over the head with a look that is overzealous, powerful, and magnetic.”

But Mazia isn’t Santana’s first nonmusical venture. The Harlem rapper has also partnered with H3Enterprises, Inc. (HTRE), a publicly traded company dedicated to the hip-hop culture and lifestyle.

As part of a multifaceted agreement, Santana will become a financial partner in the company in addition to hosting H3’s first Cyber Sports One-on-One challenge during NBA All-Star Weekend in Houston.

“It’s great to add another home-grown Harlem hero to H3,” stated HTRE President/Founder Brian “H3” Peters. “Juelz is the future of Hip-Hop and a bonafide star.”

These new aspirations are just the latest business dealings for Santana, who became a financial partner in a new HipHopSodaShop with HTRE last week. A new shop, licensed by HTRE, will open on 125th Street in Harlem, with Santana serving as co-owner.

Santana, whose sophomore album What the Game’s been Missing! has been certified gold, is also expanding his recording studio, Santana Studios, and continuing to assist his mother, Deborah James, with running the family’s Harlem-based clothing store, Santana’s Town.

“Cam’ron and I are extremely proud of Juelz and his desire to become more than just an artist,” said Santana’s manager Joseph “Big Joe” Sherman of New Era Entertainment. “To make a mark that can not be erased is something that Juelz aspires to do and his new ventures are a reflection of his goals being reached.”