|This article does not cite any references or sources. (January 2012)|
||This article appears to be written like an advertisement. (February 2011)|
Phat Farm is a national fashion line created by Russell Simmons, co-founder of Def Jam Recordings. Phat Fashions (itself a division of Kellwood Company), is touted as a symbol of men's contemporary American culture, mixing the urban aesthetics of the streets and the preppy culture of the Ivy League.
Since its inception in 1992, Phat Fashions began from a small New York City showroom and is now a multi-million dollar business. Phat Fashions' success is claimed to be a result of the brand's self-proclaimed commitment to quality, innovation in design and support of the retail trade through strategic marketing and advertising. For the consumer, Phat Fashions allegedly "delivers a universal message that breaks stereotypes and ethnic boundaries", supposedly "setting the new standard in sportswear" and purportedly "establishes the company as the complete American lifestyle brand".
The fashion line is marketed as "an upscale mix of sporty urban fashions" with the classic Ivy League preppy style. For example, argyle sweaters are paired with baggy jeans and crisp white sneakers. Phat Farm expanded to include Baby Phat, a brand that encompasses women's wear, as well as eyeglasses, fragrances and children's clothing.
Some Phat Farm articles are promoted as political; the broken flag logo visible on every clothing article except footwear is touted as a symbol of the state of separation the world is in right now.
- Baby Phat, the women's name brand of the company