Phat Farm
"To me, hip-hop is modern mainstream young urban American culture. "Phat Farm is the face of contemporary American culture— a blend of uninhibited self-expression and tasteful prep — hallmarks of the hip-hop culture that Phat Farm embodies.
Entertainment industry mogul Russell Simmons launched Phat Farm in 1992 from an upscale SoHo showroom. As most things Simmons touches, Phat Farm would be the next brand to blow up. The line quickly claimed an untapped segment in men's fashion and solidified Russell Simmons's role as a fashion icon.
"The early collections were very much an extension of what I wore," Simmons says. Sea Island cotton shirts, plaid shorts made from Egyptian cotton were inspired by the classic styles of designers Ralph Lauren and Tommy Hilfiger, but incorporated a unique look and feel defined by upcoming, savvy designers. Drawing on the natural connection between self-expression in hip-hop fashion and music, Simmons and his team took what they had learned in the record business and applied it to apparel design.
Over a decade later, Phat Fashions continues to convey a sense of style that is bold, confident and eloquent — a look for the kind of man America craves. Phat Farm is the authentic lifestyle brand.
Founded: 1992 by Russell Simmons
Target: Males 18-34
Distribution: 4,500 stores including the Phat Farm Flagship Store in Soho NYC, Montreal, Dubai, Shanghai, and www.phatfarm.com. 80% specialty stores.
Marketing Opportunities
