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The world's largest store, Macys', recently welcomed hip-hop mogul Russell Simmons to its Herald Square location in downtown New York. This special event tied together today's fashion with hip-hop music. Russell Simmons, founder of hip-hop's hottest label Def Jam Records, was there to celebrate and launch his fall fashion collection from his PHAT FARM clothing line. Phat Farm is one of the largest urban clothing lines in the world along with FUBU, Mecca, Enyce and many others. Russell Simmons grew up in Queens, New York and obtained a sociology degree in Harlem at City College. However, he became successful as a businessman and an entertainment promoter. In the late 70's Simmons and Kurtis Blow began promoting block parties and underground hip-hop music. Eventually he managed his younger brother Joey's group called Run-DMC (Run referring to Joey). In 1983 Simmons and Rick Rubin, a white punk-rock artist from NYU, merged and created Def Jam records. Simmons objective was to market hip-hop to a larger audience.
At the Macys' presentation along side Russell Simmons was Case, a major R&B (Def Soul) artist. Case was signing autographs and giving out his latest single entitled "Happily Ever After". About 300 fans were anxiously standing on the long line to meet and take pictures with him. Many of which were wearing Phat Farm gear. In conclusion the other staff members and I had a blast at this event. I found out that Case and Russell Simmons were very nice and cool. Case often took the time to take pictures with many of his fans and Russell Simmons had a picture perfect smile.
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However,
that was then, and this is now! At the center of his life at this moment
is Phat Farm. Simmons almost never misses an opportunity to make money.
Last year Simmons sold $17 million in preppy urban wear and predicts
record-breaking sales for 1999-2000.
Also
that evening one of New York's hottest radio disc jockeys, (hot 97)
Fat Man Scoop, burst out of nowhere with a bottle of Scope in his hand.
He was definitely in the house with his actions and his outrageous hair-do.
He really livened up the scene and gave the crowd something to laugh
about.
