Baby Phat Is Back

Baby Phat the streetwear brand synonymous with early 2000s culture is getting a relaunch. Designer, former model, and entrepreneur Kimora Lee Simmons Leissner announced on Friday she has personally acquired the brand and plans to launch her first collection later this year.

Simmons Leissner told WWD that her new vision for Baby Phat is will be “mainstream sportswear.” She’ll also be tapping into her personal archives for inspiration and infusing it with retro elements with a modern twist. There’s also going to be plenty of the brand’s iconic cat logo and rhinestone t-shirts that fans adore.

Given that millennials have a penchant for nostalgia Simmons Leissner collection is sure to be a success. She told WWD that Baby Phat meant a lot to its fan base, “over the past several years, we realized the brand resonates with people and lives deep in their souls.”

The relaunch of brand was for personal reasons. Simmons Leissner wanted to be a champion for women, inclusion, and diversity in the industry. She also felt the timing was perfect for her college-aged daughters who believed needed the messaging in their clothing.

Baby Phat was founded in 2000 as a women’s spin off brand of Phat Farms, owned by Simmons Leissner’s then-husband Russell Simmons. The brand’s flashy aesthetic quickly gained popularity was a favorite by celebrities including Paris Hilton and Alicia Keys. Simmons Leissner parted with the brand and the mother company Kellwood.