History of Baby Phat Clothing
Baby Phat is the brainchild of Russell Simmons, who is also known for his role co-founding hip-hop label Def Jam. Baby Phat was later taken to another level by former model Kimora Lee Simmons. The couple married and soon Baby Phat became the driving force of clothing lines under the Phat Farm umbrella. Despite their divorce, both brands remain strong and have now branched out into sub-brands under the creative direction of Kimora.
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History
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Baby Phat clothing is an extension of Phat Farm clothing, which was created in 1992. Baby Phat started with a single T-shirt emblazoned with the label's name and a cat, which would come to be the brand's logo for years to come.
Misconceptions
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The Baby Phat brand would go on to pioneer hip-hop fashion on a mainstream level much like Phat Farm. Versus only bring ideas to light and then handing work off to management and designers, Kimora has always been in creative control of the Baby Phat name.
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Licensing
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In 1999 global licensing rights were given to Aris Industries. Aris wanted to make Baby Phat a global brand.
Branding
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While Phat Farm clothing accented one's wardrobe, it was Kimora's branding skills that transformed Baby Phat into a complete lifestyle brand. Instead of stopping at clothing and accessories, Baby Phat includes cosmetics, bedding, cell phone accessories and other items that allow customers to use the brand in nearly every aspect of their lives.
Popularity
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In 2001, Baby Phat held its first fashion show at New York fashion week under the tents at Bryant Park. Baby Phat has remained popular for youth culture and is sold in major department stores such as Bloomingdale's and Macy's.
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