Baby Phat’s Instagram Hints At Brand Reentering Denim Category

Baby Phat has wiped its Instagram feed with the exception of a block of nine posts showing the label’s cat logo against a denim background, providing a not-so-subtle hint the brand is about to reenter denim in a bigger way. While the relaunched brand’s summer 2021 collection include a few cut-off denim shorts, it has yet to offer any jeans.

First launched in 1999 by Kimora Lee Simmons, Baby Phat denim jeans and jackets were a big part of the brand’s offerings. Simmons left the brand in 2010, two years after a majority stake along with Phat Fashions was sold by then owners Kellwood Apparel to private equity firm Sun Capital Partners. Simmons along with her two daughters, Ming and Aoki Lee Simmons, bought back the brand in 2019.

The brand was reintroduced through a Forever 21 collaboration in June 2019, followed by a release on its webstore babyphat.com. Since relaunching, the brand has collaborated with Foot Locker and also launched Baby Phat Beauty.

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