Russell Simmons encountered huge success when he released his first clothing line Phat Farm and he hopes the success will continue when Def Jam University is released. Introducing his new collection of men and women’s sportswear, Simmons plans on expanding his marketing campaign wider than it ever has been before.
The new clothing line will be produced by Kellwood manufacturer and will be his first line that he has ever directly geared towards department stores. The clothing line will consist of T-shirts, woven shirts, loungewear and warm-up suits. The new line, DJU (short for Def Jam University) will be marketed through television, newspapers, magazines and radio. Some Def Jam artists are in talks to help promote the new line, which will possibly be released next year.
“We are aiming for the midtier market, where there is a tremendous void,” Russell Simmons said. “We’re opening it up to the whole population”. Compared to a pair of $80.00 Phat Farm jeans, DJU jeans will range from $44
