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Phat Fashions Extends 'Lifestyle' Concept to Home

Russell Simmons' Phat Fashions has signed an agreement with Dan River, Inc. to develop and market a home collection line under the Phat Farm and Baby Phat brand names, according to Bernt Ullmann, president Phat Fashions.

The new line, which embodies the classic American flava of Phat Farm and the sassy and luxurious style of Baby Phat, 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.

“The addition of the home collection to the Phat Fashions family is another step towards offering our customers classical products that capture the experience of the Phat lifestyle,” stated Ullmann.

“We are thrilled to be collaborating with the Phat Fashions design team. The power and presence of the Phat Farm and Baby Phat brands, combined with our luxurious fabrications and techniques, will offer our customers a comfortable sleep environment in style,” stated Daniel Hammer, president sales and marketing of Dan River Home Fashion, Inc.