BABY PHAT and PHAT FARM Flagship Store

In 1991 at a couture fashion show in New York City, Russell Simmons was convinced that it was time for hip-hop to make clothes for hip-hop. His vision, Phat Farm, was realized in 1992. Phat Farm's clothes represented "Classic American Flava." 129 Prince Street opened it's doors in 1992, as the flagship for the Phat Farm brand.
Sassy, sexy, and stylish, Baby Phat first hit the scene as a publicity tool when tiny tees with the clever name Baby Phat were produced to electrify a Phat Farm runway show. When celebrities, supermodels and tastemakers began wearing the baby tees, a phenomenon grew, and a decision was made to launch an entire Baby Phat sportswear collection. A lifestyle brand was born.
In 2007 Phat Fashion’s added new brands to respond to the growing Phat Farm and Baby Phat customer. Russell Simmons Argyle Culture, reflects a mature, new attitude and is inspired and defined by the argyle. While grown up, Argyle Culture is anything but old. In fact, the collection infuses original urban concepts with buttoned-up styling of men’s professional attire.
XV, the young men’s collection is a play on the number 15, in honor of the brand’s celebrated anniversary. “XV is over the top, racy, edgy,” Simmons says. Diggy and JoJo Simmons, sons of Russell’s brother, Joseph (Reverend Run) Simmons, are big fans of the new XV collection and Simmons hopes the line will elicit the same reaction from young men across the world.
Atman, meaning “the spirit of man,”is a state of mind. Atman will be sold in the best specialty stores in the country, and its underground and image-oriented style comes with a slightly higher price tag. For Simmons, the Atman collection is a spiritual journey. “It’s fun to do things that really inspire me,” he said. “I have to keep up with myself and all the things I want to do.”
The higher-end women’s initiative: KLS by Kimora Lee Simmons will offer Lee Simmons’ over-the-top designer sensibility to sophisticated consumers.
Selections from all these brands can be found at 129 Prince Street, the flagship store for all Phat Fashions Brands.
"The store really represents power and wealth, which I really think is a great thing. It’s a beautiful store. It’s a beautiful space” according to Kimora Lee Simmons.