Originally Simmons sold at a small shop in New York’s Soho district. Simmons enlisted the help of Marc Bagguta, who ran a boutique, and 22-year-old skateboarders Alyasha Jibril Owerka-Moore and Eli Morgan Gesner, who became designers for the brand. While Simmons does admit that Phat Farm was not an immediate success, losing him almost $10 million during the first six years, he said that once things took off, they really took off!! 
