Baby Phat Shoe Line Launching

Article written by: Rodrick Rainey
Posted on: December 2, 2004

Kellwood Co.’s Baby Phat brand has signed a deal to produce a women’s shoe line.

Baby Phat by Kimora Lee Simmons will team up with Vida Shoes to produce a line of women’s stilettos, wedges and boots, as well as toddler shoes, to be sold at the Baby Phat store and other retailers.

Earlier this year, Baby Phat and Vida Shoes launched the Baby Phat Diva sneaker as its first entrance into footwear. The Baby Phat line was plagued by success after the release. At least this is thought to be so because soon after releasing, Russell Simmons made a public announcement that Phat Industry shoes were outselling major competitors such as Nike, adidas, and Reebok.

Kellwood purchased Kellwood Co. plans to acquire New York-based Phat Fashions and its trademarks, Phat Farm, Baby Phat and Phat, from Russell and Kimora Lee Simmons in January 2004.

St. Louis-based Kellwood Co. (NYSE: KWD) manufactures branded and private-label apparel and recreational and camping equipment.