New York-based Baby Phat surprise dropped its higher-priced direct sales line on Friday (December 6, 2019). The 17-piece collection includes logo t-shirts, track shorts and of course the famed velour sets that were the calling card of the label when it was at its heights in the early aughts.
Taking inspiration from original ad images featuring a luxe-living Kimora Lee Simmons, the latest campaign highlights Simmons’ daughters, Aoki and Ming Lee Simmons as styled by Gabriel Held.
Simmons announced earlier this year she had bought back name rights to Baby Phat, a label she founded in 1999 as the female counterpart to Phat Farm, a menswear brand started by her then husband, Russell Simmons.
The brand was reintroduced in June 2019 through a well-received collaboration with Forever 21. At the time, the Simmons sisters promised a direct launch featuring the much-requested velour suits would be forthcoming.
Prices range from $85 for logo t-shirts up to $150 for a velour jacket. Sized from XS-XXXL, the collection is now available on babyphat.com.