Hip Hop's Online Shop

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Ed, who grew up in upstate New York, and Jennifer, who is from New Jersey, fell into the hip-hop world. Soon after eFashion launched as an online marketing company, a former colleague, working for Baby Phat, threw the Foys some business. Baby Phat's Web sales increased, and once a Simmons gives a blessing, other rappers get in line. "Sometimes we just laugh about winding up in hop-hop," says Jennifer, who never listened to rap music growing up. "I mean, if we turn down an invite to a J. Lo party, we feel we have to turn down a party at Russell's Hamptons house because we don't want to offend J. Lo. It's crazy." Not really. The Foys are riding the hip-hop wave to Main Street. Those invitations will keep on coming