Baby Phat & Vida Shoes International Inc. Sign License to Create Women's Shoe Line

Baby Phat & Vida Shoes International Inc. Sign License to Create
Women's Shoe Line
Baby Phat(R) by Kimora Lee Simmons Adds Stilettos & Boots to New Collection



NEW YORK, Nov. 30  /PRNewswire/ -- Baby Phat by Kimora Lee Simmons and Vida
Shoes have inked a new deal to produce a women's shoe line for the female
lifestyle brand. Under the new contract, the two companies will collaborate to
produce an entire Baby Phat by Kimora Lee Simmons shoe line that will include
stilettos, wedges, boots and a toddler shoe collection to be sold at the
flagship Baby Phat store and select specialty and department retailers that
carry the brand.

(Logo:  http://www.newscom.com/cgi-bin/prnh/20041130/CGTU052LOGO )

"Baby Phat represents who I am and what I stand for," says Baby Phat Creative
Director Kimora Lee Simmons.  "Being a stiletto girl, I knew it was only a
matter of time before we would broaden the collection to include high- heeled
stilettos and fabulous boots.  This will help the Baby Phat woman realize Baby
Phat is diverse enough to wear during the day or night!"

This past summer, Baby Phat by Kimora Lee Simmons and Vida Shoes launched the
highly successful Baby Phat Diva sneaker, the brand's first foray into
footwear. Ads for the new shoe line, available in stores now, have exclusively
debuted in Star magazine and plans for a new Times Square billboard are being
developed.

Vice President of Vida Shoes, Solomon Dabah said in a statement, "When we first
launched the Diva sneaker, unlike our competition, we were able to blend
fashion and function in footwear.  The launch of this new shoe line provides us
with the wonderful opportunity to expand upon Kimora's vision for a lifestyle
brand and offer the consumer lifestyle footwear."

Baby Phat first came into existence as a publicity tool.  Hip-hop mogul Russell
Simmons produced tiny tees with the clever words Baby Phat to electrify his
men's Phat Farm runway shows.  The tees became an instant phenomenon. When
celebrities and supermodels were spotted wearing the tees, the decision was
made to launch an entire Baby Phat collection.  Since 1999, Baby Phat by Kimora
Lee Simmons has grown into a major fashion label and lifestyle brand offering
various pieces including denim wear, leather jackets, jewelry and the new Baby
Phat by Kimora Lee Simmons Motorola i833 mobile phone.

Baby Phat is a Kellwood brand. Kellwood (NYSE:KWD) is a $2.4 billion marketer
of apparel and consumer soft goods, specializing in branded as well as private
label products and markets to all channels of distribution with products
specific to a particular channel.  For more information, visit
http://www.babyphat.com/ . 

http://www.newscom.com/cgi-bin/prnh/20041130/CGTU052LOGO

http://photoarchive.ap.org/

DATASOURCE: Baby Phat



CONTACT:  BJ Coleman of Baby Phat, [phone],

 



Web site:  http://www.babyphat.com/ 

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