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Kellwood inks pact with Dan River for home collection line

15
Jun '06
Phat Fashions division of Kellwood has signed an agreement with Dan River Inc to develop and market a home collection line under the Phat Farm(R) and Baby Phat(R) brand names, according to Bernt Ullmann, President Phat Fashions.

The new line, which embodies the classic American flava of Phat Farm(R) and the sassy and luxurious style of Baby Phat(R), is slated to appear in department and specialty stores in Fall 2006 and will consist of bedding, bath furnishings and window treatments.

The Phat Farm bedding ensembles include timeless stonewash denim to nautical blocks of color embroidered with the signature logo. The Baby Phat bedding styles a playful, over-the-edge chic look with palettes of Asian black velvet, white mink and exotic prints.

"Phat Farm has been at the forefront in building a hip-hop lifestyle business. We are now expanding our fashion boundaries to include a home collection. We have had tremendous success as being the leader of fashion.

This new generation needs its own native interpretation of the bedding/bath business. We are filling a void and reacting to what our consumers have requested," said Russell Simmons, Phat Fashions founder and CEO.

"We are pleased to introduce luxurious bedding as the next step in expanding our lifestyle brand. It's exciting for us to offer the Baby Phat consumer something as new, fresh, and fabulous as the pieces you will find in this exclusive bedding collection," said Kimora Lee Simmons, creative director for Baby Phat.


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