Kim Kardashian’s fashion influence isn’t limited to women’s apparel anymore. With the debut of Skims Mens, her fashion reign enters a new domain.
The fashion world’s whispers from 2021 are now confirmed truths. The Skims brand, famously known for its women’s clothing, particularly undergarments and loungewear, has bravely entered the menswear scene. “The expansion into the menswear space is a major milestone for the brand, and a testament to Skims’ commitment to providing solutions for everybody,” voiced Kardashian in a recent release.
Interestingly, Skims had dipped its toes into the unisex market back in 2020, unveiling a collection of gender-neutral robes and onesies. This time, the brand is introducing Skims Mens, a title carefully chosen to sidestep any mix-up with the unrelated hair loss treatment brand Hims.
Scheduled to launch on an upcoming Thursday, Skims Mens will debut with a range of men’s underwear. Echoing the successful strategy of their women’s line, they’ll roll out briefs, boxers, tank tops, and t-shirts fashioned from super-soft fabrics, segmented into three unique collections: cotton, stretch, and sport.
Jens Grede, Skims’ co-founder and CEO, shared insights into the journey, “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.”
Despite the bustling men’s underwear sector, Grede is confident about Skims Mens carving its distinct mark. He stated, “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 essentials collection boasts a composition of 43% cotton, 43% Modal, and 14% spandex. The pricing starts at $16 USD for briefs and goes up to $52 USD for long-sleeved t-shirts. The stretch variant primarily uses Modal and elastane. Lastly, the sport series employs a blend of nylon, spandex, and recycled polyamide. Additionally, a diverse sock selection is available, catering to varied tastes and preferences.
Skims Mens promises an array of color options and an inclusive size range from extra-small to 5X, ensuring everyone finds their fit.
Highlighting the brand’s promotional tactics, an ensemble of prominent athletes, including soccer sensation Neymar Jr., 2022 NFL’s Nick Bosa, and NBA All-Star Shai Gilgeous-Alexander, are onboard. Grede commented, “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.”
Come Thursday, October 26th, at noon EST, fashion enthusiasts can shop the collection exclusively on the Skims website.
Since its inception by Kardashian and Grede in 2019, Skims’ value has soared to $4 billion USD, following a series C funding round in July. There’s also buzz about a potential initial public offering. While Skims originated with women’s shapewear, its portfolio now embraces loungewear, sweats, and swimwear.
Grede is cautious about the men’s line’s potential but remains hopeful for its success. He believes that venturing into men’s fashion opens significant doors for Skims, and they’re ready to adapt based on community feedback.