The “Baby Phat” Brand is Making a Comeback

The new owner Kimora Lee Simmons has purchased Baby Phat brand, the once popular womenswear that she created about 20 years ago and will be relaunching later this year.

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Baby Phat Brand

The new owner Kimora Lee Simmons has purchased Baby Phat brand, the once popular womenswear that she created about 20 years ago and will be relaunching later this year.

On International Women’s Day, the designer, model, and entrepreneur announced the label’s return but did not disclose the purchase price or the company from which she purchased it, only saying: “We had to hunt around to find it.”

When the Brand relaunches this summer, it will be a “mainstream sportswear” brand aimed at millennials with mid-tier pricing. Kimora will tap into her “amazing personal archive” for the collection, which will feature “retro” elements along with new looks.

Kimora said her two teenage daughters, Ming Lee and Aoki Lee Simmons, inspired her to bring back the brand. “It’s perfect timing for this.”