Rapper SEAN `DIDDY' COMBS is to release a new men's fragrance in time for Christmas (08) - and he's given the scent the empowering name I Am King.

The hip-hop trendsetter's other colognes have proven to be a huge success - and he's following them up with the regally-titled new fragrance.

But he insists it isn't a pompous description of himself.

Combs says, "I Am King is a statement about all men. We are all descendents of royalty - and if we carry ourselves and respect ourselves in that manner and believe in ourselves, then we are all kings…

"It has nothing to do with being arrogant. I Am King is not a statement about myself - I Am King is about every man who is going to go and buy the fragrance."

I Am King will hit Macy's stores this winter. Combs is also set to release a women's fragrance called I Am Queen next year (09).