THE BRAND

A visible leader and influence in urban retail, PHLI emerged in late 2002 as Chicago’s first high-end “Sneaker Boutique” providing limited-edition, private label apparel and rare, exclusive sneakers to urban tastemakers. While most entrepreneurs were focused on just building a store, PHLI founder, Dave Jeff, structured a brand that would have limitless impact on a culture and yet stay true in its representation.

The original PHLI Store was launched in Hyde Park's historic Harper's Court. After a university buyout, PHLI found the perfect spot for its newly remodeled PHLI Store, which now features not only PHLI sneakers and fashion, but the newly added Internet Bar, Grooming Stations, and Lifestyle features located at 1613 East 55th Street.

The PHLI Store offers patrons an opportunity to share in the “PHLI experience” through access to originality and exclusivity not found in the average urban retail store. Limited quantities of merchandise keep demand high and entice consumers to keep coming back to see what’s new in the PHLI world.

Rare collectable footwear and PHLI apparel, including limited-edition denim, sweatshirts, hats, skateboards, and outerwear, provide a diverse array of options for every taste and style.

PHLI, Inc. is the parent company to several brand entities including PHLI Apparel, PHLI Music Group & Artist Management, PHLI Weight, the lifestyle training and athlete development division run by Chris Spurlock, Olympic Weightlifting hopeful and trainer to the stars, PHLI Brand Consulting, PHLI Philanthropic, and the Official PHLI DJ, DJ Broadway Streetz.

THE MISSION

The mission of PHLI, Inc. has evolved far beyond providing rare and exclusive sneakers to the urban trendsetting consumer. A principle force in the design and marketing realm, PHLI has expanded into a total lifestyle company, covering all areas from fashion, sneakers, entertainment and technology to niche’ marketing, brand consulting, politics, spirituality, physical wellness and personal upkeep.

THE VISION

With what started as a fill to the void in the Chicago market that failed to service this niche’ culture, Dave Jeff has gone on to establish an international brand through grassroots marketing, product placement, and innovative designs inspired by his own unique connection to the urban arbiters of fashion and his comprehensive understanding of what they were seeking in a lifestyle brand.

THE MOVEMENT

Individually, Dave Jeff and the PHLI brand are major forces in the world of urban fashion and entertainment. Collectively, they represent a movement that is rapidly grinding to the forefront of urban lifestyle through relationships and products that have inspired brand loyalty and a growing demand for all things PHLI. Major corporations Nike, K-Swiss, Mitchell & Ness, Music Skins and New Era have all embraced the “PHLI Experience” by partnering with PHLI to create co-branded merchandise inspired by Dave Jeff and his vision, to be made available only at the PHLI Store. Dave Jeff, himself, has been termed a “Cultural Architect” for his collaborations with majors such as Hennessy and Blackberry, and for his work in building up the urban lifestyle community.

In addition to his cross-branding ventures, with the 2010 launch of The PHLI World, Dave Jeff has shaped a social networking atmosphere that unites all PHLI people around the world… fashion aficionados, music enthusiasts, sneaker fanatics, in a way that has never been done before.

THE FOLLOWING

PHLI is a leader and a lifestyle like no other. Everybody wants to be PHLI in some form or fashion. Home to all the major star-studded block parties in the City of CHI, PHLI has developed a cult following to its innovative lifestyle brand.

Beyond its distinctive product offering, what truly sets PHLI apart is the unique composition of the PHLI clientele. A reverse acronym for “I Love Hyde Park” and “I Love Helping People”, PHLI connects with a widely diverse following, from the 13-year-old sneaker head to the University of Chicago professor. A must-visit destination for Hip-Hop Artists and global trendsetters alike, one never knows just who may show up in the PHLI Store. Greats such as Kanye West, Just Blaze, Musiq Soulchild, Kindred the Family Soul, Jazzy Jeff, Terry Hunter, and QuestLove of The Roots are all supporters of the PHLI brand.

THE GIVING

Through PHLI Philanthropic, Dave Jeff has generated ways to combine helping others with what he already loves, being PHLI. Through charitable donations of shoes to youth and his needy “street peeps”, free food giveaways and concerts at the PHLI block parties, and speaking at high schools around the city, Dave has found the truly fulfilling side to living the PHLI life.