Kim Kardashian’s Skims brand is expanding its audience to men.
The four-year-old fashion brand – which specialises in underwear, loungewear and shapewear – is set to roll out men’s garments, including briefs, undershirts, boxers, leggings and socks.
Kardashian, 43, posted a campaign video to Instagram and Twitter, in which she enlisted the help of NFL defensive player Nick Bosa, Brazilian football star Neymar Jr and NBA All-Star basketball player Shai Gilgeous-Alexander, who are the faces – and bodies – of the new line.
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During an interview with GQ, the reality TV mogul said that the athletic angle came from “experiencing sports with my kids, having it be a part of our daily life with my daughter who loves basketball, my son [who] plays American football and soccer.
“Having someone from each sport, and me travelling the world to go to these soccer games with my son and all of his friends – getting some of their idols in the campaign is like a ‘pinch me’ moment.
“We’ve never had a bigger request than to launch men’s,” Kardashian said, adding the brand already had male customers who “would hear their girlfriends or their wives or loved ones talking about Skims”.
“My brother [Rob] was trying it all on for me and being my fit model, and [he] thought that the material was a bit too thin, and had a lot of notes,” she told GQ.
Kardashian co-founded Skims with CEO Jens Grede, who has also helped with the e-retail offshoot Mr Porter, the denim company Frame, and Tom Brady’s apparel brand Brady.
Skims is currently valued at around $4 billion, according to The New York Times.
Since launching in September 2019, Skims has managed to successfully break into the shapewear market and compete with brands like Victoria’s Secret and Spanx.
In addition to Skims, the entrepreneur also launched her skincare line SKKN BY KIM last year.
Skims Menswear, which ranges from $16-$54 (€15-€50), can now be previewed on the brand’s website. Products will be available to buy on October 26th.
