Word: phat
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...times prior to our meeting. He and his friends rolled up in a crowded van about two hours late, and Juice ran into the bathroom as soon as he stumbled out of it to change into his stage clothes—a blue jumpsuit, a pair of Phat Farm boxers, and a cock-ring he’d later take off and throw into the audience...
Urban labels like Rocawear, Sean John and Phat Farm, which made their names with warm-up suits and athletic jerseys, are introducing more dressed-up looks in an attempt to expand their customer base and achieve mega-brand status along the lines of Ralph Lauren and Tommy Hilfiger. Jay-Z, who founded Rocawear with Damon Dash, even sang about the sartorial shift: "I don't wear jerseys, I'm 30-plus./Give me a crisp pair of jeans ... Button up." (Concertgoers quickly followed his lead, he says.) Dash, Rocawear's CEO, isn't a fan of the new trend. "This...
...decided to peddle their wares online, they turned to a techie suburban couple: Foy, 33, and his wife Jennifer Silano Foy, 31, president of eFashion Solutions. The company, started four years ago, operates websites for, among others, Rocawear, Eminem's Shady line, J. Lo by Jennifer Lopez and Baby Phat, the women's line from Kimora Lee Simmons, wife of hip-hop godfather Russell Simmons. "I don't know specifically what eFashion does," says Dash. "All I know is that since I've hired them, sales are up, which makes me very happy, because I love more money...
...Cohen, senior analyst at NPDFashion World. That's where the Web company, based in Secaucus, N.J., steps in. eFashion helps with image work too. Silano Foy--who, like her husband, is a former Calvin Klein exec--sits down with Kimora Lee Simmons to review each garment displayed on Baby Phat's site. In the corner of eFashion's warehouse are two mannequins, one for Rocawear's Web shots, the other for J. Lo's. (The latter has the bigger derriere...
...grew up in upstate New York, and Jennifer, who is from New Jersey, fell into the hip-hop world. Soon after eFashion launched as an online marketing company, a former colleague, working for Baby Phat, threw the Foys some business. Baby Phat's Web sales increased, and once a Simmons gives a blessing, other rappers get in line. "Sometimes we just laugh about winding up in hop-hop," says Jennifer, who never listened to rap music growing up. "I mean, if we turn down an invite to a J. Lo party, we feel we have to turn down a party...