Phat Farm is a clothing brand that was founded by Russell Simmons in 1992.[1] Phat Farm was known for its bold and colorful designs that married classic preppy style with hip-hop culture.[2]
Phat Farm was established in 1992 by Russell Simmons, co-founder of Def Jam Recordings.[1] The brand was initially a men's clothing line and sold clothing items such as T-shirts, jeans, and jackets.
The brand's early success was attributed to its association with hip-hop culture, which was growing in popularity at the time.[3] Phat Farm became a recognizable name in urban fashion and expanded its product offerings to include women's clothing as well.[4]
In 2004, Phat Farm was sold to the Kellwood Company for a reported $140 million.[5] Despite the change in ownership, the brand continued to develop and remained popular with hip-hop fans and urban fashion enthusiasts until 2010, when the excess of early 2000's popular culture became passé.[6]
Phat Farm offered a wide range of clothing items for both men and women, including T-shirts, hoodies, jeans, jackets, footwear, and a Motorola cell phone exclusive to Nextel. The brand used bold graphics and bright colors, which were often inspired by hip-hop and street art.[7]
In addition to clothing, Phat Farm also offered a line of accessories such as hats, bags, and watches, as well as a range of fragrances.[8]
Phat Farm had a significant impact on urban fashion and hip-hop culture.[9] The brand's association with hip-hop music and culture helped to popularize urban fashion and make it more mainstream.[10] Phat Farm also played a role in promoting diversity and inclusivity in fashion. The brand's advertising campaigns featured models of different races and body types, which was a departure from the industry norm at the time.[11]
Phat Farm's popularity began to decline in the late 2000s as the urban fashion market shifted away from excess towards more minimalist and streetwear-inspired styles.[12] In 2007, Simmons announced that he would be stepping down as CEO of Phat Fashions, the parent company of Phat Farm, to focus on other business ventures.[13] In 2002, former wife and business partner of Russell Simmons, Kimora Lee Simmons, reacquired the Phat Farm label. In the holiday season of 2022, Phat Farm was relaunched as part of a capsule collection with American fashion retailer Forever 21.[14]