Russel Simmons, co-founder of Def Jam Records and otherwise known as the godfather of hip-hop, launched Baby Phat, in 1999, after his Phat Farm designer men's clothing line started to slump. Simmons had married Kimora Lee, an ex-model just the year prior and recognizing his new bride's marketing potential "multiethnic woman", an image that would promote a new line of women's and kid's clothing to a hipper audience of teens and urban young women.
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