Kimora Lee Simmons’ iconic Baby Phat brand teamed up with Puma for a collaboration no one knew they needed– a project from two legendary iconic brands.
Simmons told Complex, “With the whole direction of fashion right now, and what’s quote-unquote trending and the early 2000s and ’90s street fashion, it just made sense. I also think this partnership is a strong one because it’s taking it back to a certain time in fashion, and it’s the merging of two iconic brands and the combining of the cats, if you would.”
The point of the new collab? Attracting a younger audience.
Baby Phat was founded in 1999 and relaunched in 2019 after a decade-long hiatus reprising in Forever 21 stores and online.
Now that Simmons’ daughters, Aoki and Ming Lee, are all grown up, they have captured the essence of youth for the brand.
“It’s very important for us to reach a younger audience, and they help out with that a lot,” Kimora said. “Some of the pieces are definitely more Aoki, and others are more Ming Lee.”
The line features the highly anticipated PUMA x Baby Phat Mayze Sandal, retailing for $75, and the PUMA x Baby Phat Mayze Sneakers retailing for $110.
The new collection is now available on Puma’s official site. Champ Sports and Foot Locker will carry the collection starting at $25 and retailing up to $110.