Baby Phat

The company's symbol, a cat, was modeled after Kimora's now-departed cat, Max. In 2005, Juicy licensed their name to T-Mobile for a designer version of their Sidekick II smartphone, and to Movado for a line of Juicy watches. It has been worn by celebrities such as Beyonce, Britney Spears, Jennifer Lopez, Eve and Alicia Keys. Five more stores were planned as of 2005 in Boston, Manhattan, Santa Barbara, San Francisco, and Scottsdale. Baby Phat combines hip hop and high fashion elements. A flagship store was opened in Las Vegas in October 2004. Baby Phat also has an extensive line of accesorries including jewelry, handbags, cell phone and cell phone cases and many more. Skaist-Levy and Nash-Taylor remained co-presidents of the company, and remain the creative minds behind Juicy Couture.

The line includes juniors, plus size and children sizes. for US$53 million, plus a percentage of future earnings. Simmon's wife, model Kimora Lee Simmons became the creative director of the line. In 2003 Travis Jeans Inc, which owned all of Juicy assets, was purchased by Liz Claiborne Inc. It was established in 1999. Juicy Couture added collections for men and children in 2002, and bathing suits and accessories for women, including shoes, handbags and jewelry (including very popular charm bracelets) were added to Juicy's line in 2004. When various celebrities started sporting the shirts, the decision to extended Baby Phat into its own line was right around the corner. Taylor and Duran Duran singer Simon Le Bon performed at a party launching the line's East Coast debut in New York City in November, 1999.

It began when Phat Farm's founder Russell Simmons created small t-shirts with "Baby Phat" on them. Nash became Gela Nash-Taylor in March, 1999 when she married bassist John Taylor of Duran Duran. Baby Phat is an extension of Phat Farm made for women. The brand was originally popular on the West Coast of the United States, when their fashion lines focused on comfortable women's sweat suits and sportswear. The company was co-founded in 1994 by Pamela Skaist-Levy and Gela Nash as Travis Jeans Inc., a line of maternity jeans named for Nash's son. The signature Juicy Crest, as well as the phrases "Love, P&G" are stitched on the inside tag of each item of Juicy apparel.

Entertaining slogans often adorn Juicy apparel, such as "Wake up and smell the Couture" and "Dude, Where's my Couture?". The line is sold in upscale department stores and specialty stores, such as Neiman Marcus, Nordstroms, Bloomingdales, Saks Fifth Avenue, and Bergdorf Goodman. Juicy is very well-known for their terry, velour, cashmere, and fleece tracksuits, which have been made famous by the many celebrities who wear them. Juicy Couture is a stylish contemporary line of casual apparel based in Pacoima, California.

March 28, 2005. "To Live and Thrive in L.A.", Business Week. Juicy Couture official site.