About us
Mission Statement:
Our Vision:
- From our inception, clever innovation has been the DNA of our company. Sportlife founders and executives are seasoned, respected veterans in the consumer product and textile business. Sportlife today is a leader in underwear, sleepwear, intimates and activewear. The company’s history of commercial innovation, design, and creativity has propelled Sportlife to its leadership position in the industry. We aim to continue on this mission, sociably, consciously, and responsibly for many years to come.
- SportLife Brands focuses on Men's, Ladies, and Children's; Underwear, Intimates, Sleepwear, Loungewear and Baselayer in Casual, Performance and Basic fabrics yarns, styling and technology.
Our Values:
- We have the same honest, core and pure values since our founding over a decade ago. We believe in best in class product, while also offering good prices, made in Socially, Globally Certified Compliant factories.
Our Sourcing & Compliance:
- Our dedicated team focuses on sourcing and delivering top of class quality product to retailers around the world. We ensure all factories are social compliant with the highest standards to ensure we bring our customers the best product with the most integrity.
corporate diversity
New York: June 2021:
Phat Fashions, LLC partners with Sportlife Brands, LLC and affiliates for a wide range of products under the Baby Phat and Phat Farm brands.
About: Baby Phat, Phat Farm
Kimora Lee Simmons first established the urban womenswear brand, Phat Fashions LLC, in 1999. Simmons was inspired to start the company after her initial disappointment with a prototype of a Phat Farm t-shirt for women, which she saw as a "very athletic and basic, scaled-down version of what a guy would wear." After this, she created a collection for women by using her body shape as a guide, and took on the responsibility of being Baby Phat's designer.
The clothing brand included jeans and tops adorned with a curved cat logo which was inspired by her pet Siamese cat, Max. Simmons later said she created the collection because "women - especially women of color - had no voice in the streetwear industry. It’s in our DNA; this brand is created for women, by women.
January 2022; Macy's Launch
A new capsule collection from Baby Phat by Kimora Lee Simmons has launched via Macy’s, including some legacy-referencing denim pieces.
The surprise drop—now available online and at 50 Macy’s locations—spans misses and plus sizes with an assortment of pieces ranging from dresses to tracksuits.
Phat Farm was recently acquired by Kimora Lee Simmons.
EXECUTIVE TEAM
Elie Levy: Founder, Chairman, Ceo, Partner
Elie is a seasoned executive, critical thinker, he has been involved in Consumer Products, Global Manufacturing, Warehousing, Financing, Mergers & Acquisitions since 1994. Elie heads the company's finance, licensing, acquisitions and overall strategic direction.
[Elie is the Founder of Planet Sox, in 2015 he successfully sold the company to Global Brands Group, a Li Fung company]
Eddie Dayan: CMO, Partner
Eddie started his career in the retail business in 1991, in 1995 he founded an Accessory company, Silver Goose, focusing on bags & accessories and held over 30 licenses. Eddie launched major licenses generating sales of over $200m with retailers such as Nordstrom's, Macys, Costco, WalMart, Kohls, Target etc. In 2014, Eddie exited his business. He invests in Real Estate and in other businesses.
Eddie heads the company's sales, merchandising and sourcing.
Michael Kassin: President, Partner
Michael is the 2nd generation to run this business. His dad Abie founded the company in 1967. He has been instrumental in building up the factory base, working with our banks and managing certain areas of our production.
Michael heads our back office, warehouse, production and supply-chain.
Moey Shabot: President: Sales & Merchandising
Moey is a seasoned, accomplished and well-liked merchant. He joins Sportlife after being the CEO of his own apparel company for over 15 years. Moey is a creative thinker, has a keen eye for product and a well-developed understanding of the retail landscape.
As President of Sales & Merchandising, Moey will be tasked with leading our sales team as well as working with design to laser focus our product offerings.
Brand Retail Partners
