Case Study: The Best and Worst Hip-Hop Fashion Lines

Apple Bottoms

Apple Bottoms exploded on the fashion scene in 2003 as a lifestyle brand for women devised by Nelly, Yomi Martin and Ian Kelly. The brand first garnered popularity due to Nelly’s nationwide model search for the “Apple Bottoms Girl,” which was televised on VH-1, and according to the website, jeans sold out completely within two weeks. In 2004, Apple Bottoms partnered with Picked Fresh, LLC, a division of ICER Brands, to further develop the brand, which now includes handbags, footwear, plus sizes, jewelry, girls wear and infant apparel. Says Bentz, “I think [Apple Bottoms] was a great brand when it came out—it has a cute name and he capitalized on the black female consumer and their love for their butts…” Despite this, she said it seems the fever surrounding Apple Bottoms has died down. “It was like another revenue stream for him as a rapper and that’s what separates the weak from the [triumphant].”