Dive Brief:
- Kim Kardashian’s shapewear brand Skims on Monday announced it is expanding into men’s.
- Skims Mens will include briefs, boxers, tanks and T-shirts, according to a company press release. The brand will launch with three collections: Cotton, Stretch and Sport.
- Products will launch Thursday on Skims’ website and will come in sizes XS to 5X. Prices range from $16 to $54 for single pieces and $42 to $98 for packs.
Dive Insight:
Skims’ launch into the $111 billion U.S. men’s apparel market was reinforced by the growing number of men who already use the brand’s products, according to CEO and co-founder Jens Grede. Men account for more than 10% of Skims’ existing customer base.
To star in Skims Mens’ launch campaign, the brand has brought on a number of athletes, including soccer star Neymar Jr., 2022 NFL Defensive Player of the Year Nick Bosa, and NBA All-Star Shai Gilgeous-Alexander.
Neymar Jr. models a T-shirt from Skims Mens.
Courtesy of Skims
“The expansion into the menswear space is a major milestone for the brand, and a testament to Skims’ commitment to providing solutions for everybody,” Kim Kardashian, Skims founder and creative director, said in a statement. “To have an icon like Neymar Jr. be the face of our launch campaign, along with NBA All-Star, Shai Gilgeous-Alexander and NFL’s top Defensive Player Nick Bosa, I think speaks volumes to the way Skims has evolved into becoming a brand that can provide comfort for all audiences, not just for women.”
Skims, which was founded in 2019, has expanded beyond shapewear into categories like loungewear, swim and children’s apparel.
The brand has been on a growth path in recent months. Skims in July reached a $4 billion valuation after raising $270 million in a Series C funding round. At the time the company said it planned to use the capital for product innovation, category expansion and physical retail. To the latter point, Skims plans to open a Los Angeles flagship early next year. That comes on top of an existing channel distribution: In partnership with Selfridges, the brand in June opened its first European pop-up shop, and before that it opened a pop-up shop in New York City’s Rockefeller Center, as well as a dedicated space within Saks Fifth Avenue’s New York flagship.
The company expects its net sales to reach $750 million in 2023, an increase from about $500 million last year.
