Apple Bottoms is a fashion lifestyle brand that caters to trendsetting women of all shapes and sizes. Celebrating and liberating the natural curves of a woman's body is Apple Bottoms' supreme mission. This unique brand is the mastermind of multi-platinum superstar Nelly. He describes the intent behind the design by saying, "A woman should not try to fit the clothes; the clothes should fit the woman!" His creative team of designers crafted the perfect fit for different silhouettes that accentuate the curves of all women. Nelly is personally involved in the process to ensure that the designs enhance the beauty of the woman who wears them.
In August 2003 Nelly, alongside Yomi Martin and Ian Kelly, created their Apple Bottoms "Dream Team" which kicked off a nationwide model search for the "Apple Bottoms Girl," which was televised on VH1. It quickly became one of the top shows on VH-1 that year. The popularity of the jeans was so enormous they sold out completely within two weeks. Exposure from the search garnered national media attention, resulting in a more diverse client base and extensive growth for the brand. In April of 2004, Apple Bottoms partnered up with Picked Fresh, LLC, a division of ICER Brands, in a new venture to expand and further develop the brand success. Since then, Apple Bottoms has matured into an international lifestyle brand. The signature apple pocket, which began as Apple's core, has transcended into a cutting edge collection that extends the boundaries of denim and now includes fragrance, handbags & accessories, footwear, intimates, swimsuits, plus sizes, scrubs, sunglasses, optical, jewelry, girls wear and infant apparel.
Apple Bottoms jeans have been worn and are beloved by celebrities including Oprah, Vivica Fox, Fergie, and Ashanti and the brand has been featured on “America’s Top Model and the “The Ellen Show.”