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Phat Farm In 2010: Hit Or Miss?

Submitted by on April 7, 2010 – 7:00 am9 Comments

Think back to 1992, the year groundbreaking urban brand Phat Farm was created. What was your style like?

Now flash forward to 2010 and the brand, founded by Russell Simmons, is now under the creative direction of Russell’s ex-wife, Kimora Lee Simmons (President and Creative Director of Phat Fashions). Kimora’s team is reinvigorating the brand by mixing today’s current streetwear trends while still paying homage to its “Classic American Flava” roots, thus delivering a new sensibility to the 18-to-30-year-old male consumer.

Our team stopped by the Phat Farm’s offices in Manhattan’s Fashion District, for a showcase of the brand’s current spring/summer 2010 collection:

As you can, fans of the line can expect updated, modern, denim silhouettes complimented with traditional polos and tees. Summer wardrobe staples, from preppy plaid cargo shorts to graphic tees, are also on offer.

Sandra Velez , VP of Branding for Phat Farm, gives us an exclusive look through the collection:

We’d love to know if our readers will be rocking Phat Farm this season—let us know your thoughts!

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