Kim Kardashian’s Skims to Launch Men’s
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After months of rumors, Kim Kardashian has finally made it official: her Skims brand is going into menswear.
Although the Internet was abuzz with reports as far back as 2021 saying that the launch of Hims by Skims was imminent, it’s taken until now for the brand to take the plunge.
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The line, which is just called Skims Mens — probably to avoid confusion with the Hims, an unrelated hair loss treatment brand — will launch Thursday with an assortment of men’s underwear and will employ the same game plan as the brand’s popular women’s collection. It will feature briefs and boxers, tanks and Ts in ultra-soft fabrics in three distinct collections: cotton, stretch and sport.
Jens Grede, co-founder and chief executive officer of Skims, said: “Mens has been three years in the making. We didn’t want to launch a new category until we believed we had a truly disruptive product to take to market. We know the demand is there. It is our best-kept secret that currently almost 10 percent of our customers are men. They come for our unisex collections, such as Boyfriend, Sleep and Cozy. We are so excited to be able to give our customer broad choice and unbelievable comfort.”
Although the men’s underwear market is crowded, Grede believes Skims Mens will find its niche. “Men’s underwear has become discounted multipacks. Not enough innovation. Not enough comfort. Poor quality. We felt as though we had an opportunity to make the most comfortable underwear in the world at an affordable price, it took years to make it happen but we feel that we’ve delivered on what we set out to do.”
The cotton grouping of essentials is made from 43 percent cotton, 43 percent Modal and 14 percent spandex. It will retail for $16 for briefs, $18 for three- or five-inch boxer briefs, $48 for short-sleeve T-shirts and $52 for long-sleeve models. A three-pack of briefs will retail for $23, boxer briefs for $46 and ribbed tanks for $68.
The stretch line features similar underwear models made from 91 percent Modal and 9 percent elastane with briefs retailing for $18 and boxer briefs in the two size options for $20. Tops are made from 84 percent Modal and 16 percent spandex and are available in three packs for $88 or $98 for tanks or Ts respectively.
The sport collection is constructed from 85 percent nylon and 15 percent spandex for tops while bottoms are made from 72 percent recycled polyamide, 28 percent Lycra. Styles include tanks, T-shirts, boxer briefs and leggings, the latter of which retail for $54.
There is also a selection of socks, ranging from a lounge version to tube crew socks that retail for $18 for a single sock to $28 for a three-pack.
In all three categories, a variety of colors is offered and sizing is inclusive, ranging from extra-small to 5X.
To promote the launch, Skims has lined up a group of all-star athletes: soccer star Neymar Jr.; 2022 NFL Defensive Player of the Year Nick Bosa, a defensive end for the San Francisco 49ers; and NBA All-Star Shai Gilgeous-Alexander from the Oklahoma Thunder.
Grede said: “To have icons such as Neymar Jr, Shai Gilgeous-Alexander and Nick Bosa in our campaign speaks volumes to the way Skims has evolved and continues to create conversation in popular culture beyond our original scope. Each athlete comes from a different league, background, and country; the goal is for Skims to connect with these new demographics and audiences across the globe and to engage the loyal communities each athlete has behind them.”
The collection will be available to shop exclusively on the Skims website beginning Thursday at noon EST.
Skims was founded by Kardashian and Grede in 2019 and now has a valuation of $4 billion after raising $270 million in a series C funding round in July led by Wellington Management and included funds from Greenoaks Capital Partners and existing partners D1 Capital Partners and Imaginary Ventures. Reports have been swirling that the company is exploring an initial public offering. Skims started with shapewear for women and has since expanded into loungewear, sweats and swimwear.
Grede would not provide an estimate for how large the men’s line can be, but is optimistic that it can be sizable.
“We have always kept our cards close to the chest, so we will continue that way and remain tight-lipped about what the future might hold. What is clear to everyone, is that entering the men’s apparel market unlocks an incredible opportunity for Skims. We look forward to connecting with our community and getting their feedback on the launch, and we’ll continue to innovate and reinvent our offering based on their needs and wishes. The launch does not represent a final destination, it is merely the beginning for us.”
Launch Gallery: PHOTOS: Skims Mens Campaign Featuring Neymar Jr., Nick Bosa and Shai Gilgeous-Alexander
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