Apple Bottoms is writing its next chapter with a bold comeback led by a new generation of hip-hop royalty. Founded in St. Louis, Missouri in 2003 by rapper and entrepreneur Cornell “Nelly” Haynes Jr., the iconic brand that once defined Y2K streetwear culture is back—this time in collaboration with multi-platinum Atlanta rapper Latto.
The exclusive Apple Bottoms x Latto capsule fuses early-2000s nostalgia with 2025 attitude, featuring curve-hugging denim, velour tracksuits, and statement looks that celebrate body confidence, Southern energy, and unapologetic femininity. As Y2K fashion resurges, Apple Bottoms’ revival is more than a comeback—it’s a cultural reset where legacy meets modern-day icons.
How Nelly Saw a Need and Built a Brand
Nelly’s influence went beyond music. He recognized that curvier women (like those celebrated in his “Apple Bottom Jeans” lyric) were being overlooked in mainstream fashion and denim. Together with his then-manager Yomi Martin, Ian Kelly, and other partners, the rapper presented Apple Bottoms as a line “for women, by hip-hop,” featuring stretchy, body-accentuating jeans and bold, signature branding. Retailers were skeptical, but the hip-hop community wasn’t: within months, Apple Bottoms became synonymous with music, style, and self-confidence.
Timeline of Milestones
- 2003: Apple Bottoms launched by Nelly, Yomi Martin, Ian Kelly, and partners.
- 2003–2009: Apple Bottoms blitzes urban retail, becomes the fastest-growing urban women’s brand; Nelly’s appearances and hit songs push sales to tens of millions.
- 2006–2012: Collaborations expand into fragrances, shoes, and accessories. Peak retail distribution in Macy’s, Dillard’s, and independent shops.
- 2012–2018: The brand faces market headwinds as fast fashion, social media, and thin jeans trends disrupt its dominance. Distribution shrinks; Nelly shifts focus to music, TV, and other business ventures.
- 2020s: Urban nostalgia and Y2K trends drive renewed interest. Vintage Apple Bottoms jeans achieve cult resale status among Gen Z fashionistas.
- 2024: Nelly announces the official “comeback” and relaunch of Apple Bottoms, now as an independent company under his direct ownership.
- 2025: Apple Bottoms collaborates with pop star Latto and beverage giant Bubly for a multi-brand campaign. Nelly confirms Apple Bottoms is “back,” owned and operated from St. Louis, and still focused on empowering women of all shapes.
Brand Values and Market Legacy
At its peak, Nelly’s vision for Apple Bottoms included not just jeans but a full lifestyle: TV casting shows (“Model Search”), celebrity collaborations, and a relentless championing of diversity. Apple Bottoms was among the earliest brands to showcase plus-size and racially diverse models in major ad campaigns. The brand’s direct-to-consumer connections and partnerships with hip-hop stars made it a cultural powerhouse.
Resurgence and Today’s Ownership
In September 2025, Nelly confirmed in interviews and on social media that he is now the sole owner and creative director of Apple Bottoms Jeans. Nelly personally oversees marketing, design, and brand collaborations, rejecting many licensing offers to retain control. The brand is operated as a private business headquartered in his native St. Louis, emphasizing direct customer engagement and strategic creative partnerships like the 2025 Latto collab.
Nelly describes Apple Bottoms’ comeback as “about real women, real curves, and real self-expression,” reiterating the brand’s legacy as a pioneer of fashion inclusivity. With new eco-friendly denim lines and a focus on nostalgic empowerment, it remains a thriving, founder-owned icon.
