Kimora Lee sold Baby Phat for around $20 million but later sought to regain control of the brand. After a two-year effort, she successfully bought it back in 2019. Lee aimed to maintain the brand's signature identity and felt a strong connection to it. The resurgence of Y2K fashion trends among younger generations has contributed to renewed interest in Baby Phat. Searches for Baby Phat products have increased significantly, indicating a revival of the brand's popularity in contemporary fashion.
"You really do build these things up to let them go, right? It's like letting your child go in the world. Getting it back was something that I knew I wanted, but I didn't know how."
"You're going to end up paying too much, and they're going to get you for the nostalgia of your name."
Read at www.businessinsider.com
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