Phat Farm clothing, which is under Rush Communications, is one of the top selling
urban clothing companies in the U.S. Rush Communications is owned by legendary
hip hop mogul Russell Simmons. Rush Communications has become one of the most successful
African America owned media companies in the country. When Phat Farm clothing was
introduced, the word “phat” gained a new meaning. Some define it as being slang to mean
“the ultimate”. However, it could also be an acronym for “Pretty Hot And Tempting”.
Phat Farm clothing began in 1992 as an urban streetwear clothing line for men. Since
then it has expanded into clothing and footwear lines for women and children as well.
At the time, Russell Simmons was married to ex wife, Kimora Lee Simmons. Kimora Lee was in charge
for much of the fashion line and it was her creative vision that helped transform
Phat Farm clothing into a lifestyle fashion brand. Today Phat Farm clothing and other
Phat Farm merchandise is sold in more than 3,000 retail stores across the United States.
It is also sold in two company owned stores, one in New York with the other in Montreal.
In 1992, Russell Simmons started out selling his Phat Farm clothing in a little shop on Prince Street
that was located in the SoHo district of Manhattan. Simmons was somewhat unfamiliar with the
fashion business so he teamed up with and owner of a SoHo boutique, named Marc Bagutta, so they
could help each other out. The first Phat Farm clothing designers were not trained formally.
The design team consisted of two twenty-two year old skateboarding, graffiti artists from
New York. However, Russell Simmons’ secret was that he was able to put Phat Farm clothing onto current rap artists.
Russell Simmons and the designers wanted to keep the Phat Farm clothing line from being classified as
“urban teenwear”. So they were inspired by brands like Ralph Lauren, Timberland, and Tommy Hilfiger
to integrate a sophisticated look. In the first year of business, Phat Farm clothing raked in
$2 million. Because of their instant success, Phat Farm clothing is now carried by numerous
retail stores throughout the country.
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