f Phat Farm wasn’t successful enough for Russell Simmons, the Def Jam co-founder is launching another clothing line. Attacking a new demographic is Def Jam University, a brand which will include both men’s and women’s lines.
“Phat Farm is growing in volume and more polished every year, however Def jam will be more affordable and rugged,” Simmons told AllHipHop. “We’re opening it up to the whole population.” The line will focus on a more mainstream acceptance and will be priced significantly lower than the Phat Farm line.
The line will come in a partnership with Kellwood, a billion dollar clothing manufacturer and marketing company. Simmons chose Kellwood because of their ability to make quality clothing at affordable prices.