Rapper Jay Z is facing an NZD$27.7 million lawsuit over his signature cologne.

Bosses at Perfumania Holdings Inc. claim the 99 Problems star failed to promote the Gold Jay Z fragrance while collecting $US2 million in royalties.

"Sales of Gold Jay Z have declined considerably because of Jay Z's and his teams (sic) lack of interest in supporting and promoting his own brand..., while collecting a handsome guaranteed minimum royalty as well as Perfumania common stock," the suit reads.

The cologne launched in 2014 and was the best-selling celebrity fragrance the following year.


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However, sales have reportedly dropped and bosses at the company suggest it is because the rap mogul refused to make an appearance on US breakfast show Good Morning America, turned down an interview and cover story for Women's Wear Daily and would not appear for a promotional event at Macy's, according to the New York Post.

Executives at the company are seeking royalties and $US16 million in damages.