photo by steed media service

Founder, Phat Farm and Russell Simmons Collection

Russell Simmons has always stayed ahead of the curve. While most B-boys were aspiring to rock the mic in the early ‘80s, Simmons became the first hip-hop mogul to successfully market the culture to the masses. In 1992, Simmons took the culture to the next level when he entered the world of fashion with the creation of Phat Farm.

Simmons recently unveiled Phat Farm’s Russell Simmons Collection at the MAGIC Clothing Convention in Las Vegas. “At Phat Farm, we’ve been working to make a men’s line for a long time. I’ve always been one to design something that speaks to my core,” Simmons says.

With hip-hop approaching the big 4-0, the Russell Simmons Collection aims to appeal to mature hip-hop heads. “The Russell Simmons Collection inspires the urban graduate. People get older and things change. This line is more classical,” he says.

The Russell Simmons Collection offers consumers a more refined look. For Simmons, the progression into formal wear was bound to make its way to urban fashion.

“Things evolve and you have to evolve with it,” Simmons says. “It’s natural. Sometimes when you build a company, you get stuck in a hole and you continue doing the same thing when the market changes. The transition from Phat Farm to the Russell Simmons Collection is a guy who has grown up. This is what Phat Farm has always wanted to be.” -amir shaw

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