Kimora Lee reclaims Baby Phat and capitalizes on Y2K fashion trends

yahoo.com

Kimora Lee successfully bought back the streetwear brand Baby Phat in 2019 after years of investment. She discussed reclaiming ownership on a podcast, aiming to revive the brand amidst a resurgence of Y2K fashion trends. Lee had previously sold the brand for $20 million and invested in other ventures. The timing of her repurchase coincided with Gen Z and Gen Alpha's embrace of Y2K styles, benefiting Baby Phat's signature designs.


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Kimora Lee reclaims Baby Phat and capitalizes on Y2K fashion trends | News Minimalist