Kim Kardashian's SKIMS Brand Expanding Into Menswear
The shapewear brand SKIMS announced it is debuting a men's line with apparel such as briefs, boxers, tanks and tees on Thursday. The menswear launch campaign will feature 2022 NFL Defensive Player of the Year Nick Bosa, who plays for the San Francisco 49ers; Neymar da Silva Santos Junior, who plays for the Brazil national soccer team; and NBA All-Star Shai Gilgeous-Alexander, who plays for the Oklahoma City Thunder.
"The expansion into the menswear space is a major milestone for the brand, and a testament to SKIMS' commitment to providing solutions for everybody," Co-Founder Kim Kardashian said in a press release. "I think it speaks volumes to the way SKIMS has evolved into becoming a brand that can provide comfort for all audiences, not just for women. I'm incredibly excited about this next chapter for SKIMS and cannot wait for everyone to experience our amazing range of products."
Total Retail's Take: SKIMS, founded in 2019 by celebrities Kardashian and Jens Grede, has been growing since it launched, reaching $4 billion in valuation in July after raising $270 million in Series C funding. The company started in shapewear and has since expanded into categories like loungewear, swim, and children's apparel. It's now turning its sights to a new category. CNN reported that men's underwear is a $5.7 billion market, and that 10 percent of SKIMS' existing customer base is men.
Marie Albiges is the managing editor for Women in Retail, Total Retail, and Women Leading Travel & Hospitality. She is responsible for content development, management and production for the group. Marie is a former journalist, a travel aficionado, a French native and fitness enthusiast who lives in Philadelphia with her partner, stepdaughter and dog.
