Lee Simmons, who landed her first modeling contract as a teenager, said the brand’s identity was born out of her belief that women’s fashion “should be sexy and dynamic.”
This was not often the case in the fashion industry, where some designers declined casting Black models for shoots. Phat Farm, Rocawear, FUBU, Karl Kani and other urban streetwear brands emerged at a time when Black consumers were “tired of giving credit” to brands that were “ashamed” of them and who wanted to create brands for their own community, said Lindsay Peoples, editor-in-chief of The Cut. By buying and wearing these brands, Peoples said she felt like she belonged to a “community and a culture that really cared about me.
“I remember so much of Baby Phat feeling like ‘If I wear this, like, I’m going to have the best time of my life,’” she said. “Like ‘This is, this is going to be the moment.’”
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