Phat Farm was founded in 1992 by Russell Simmons, who wanted to make exclusive clothing for people who like Hip Hop music. And Simmons is not some boring suit: The New Yorker entrepeneur had already built up his own music label in 1984. Among others LL Cool J, Jay-Z or the Beastie Boys were signed by Def-Jam Records. Because of Phat Farm’s authenticity, the label has an absolute cult status in the hiphop scene. Simmons is also the owner of Baby Phat, which produces fashion especially for women. The style of Baby Phat is designed by Simmons wife, the former model Kimora Lee Simmons.