SUBSCRIBE TO THE NEWSLETTER

Browse all

Is Kim Kardashian planning to launch a men's line by SKIMS?

According to rumors, HIMS by SKIMS could be coming to stores soon

Is Kim Kardashian planning to launch a men's line by SKIMS? According to rumors, HIMS by SKIMS could be coming to stores soon

Rumors have been circulating for a while now, but right now the news seems almost certain: SKIMS will soon have a men's line. It seems that as early as November 5, 2020, Kim Kardashian's brand filed a project called HIMS by SKIMS that includes "hats, leggings, loungewear, shapewear, slippers, socks, sweatpants, T-shirts, underwear, boxer briefs, boxer shorts, hoodies" and fragrances, lotions and other accessories. There is also a section called SKIMS CARE, dedicated to garment care products: "laundry detergent, antistatic dryer sheets, laundry sheets impregnated with fabric softener, fabric softeners and powder laundry."

Back a few months ago, Kim said to WWD that the SKIMS Boyfriend collection launched in December 2020 was a kind of dress rehearsal anticipating menswear, adding "We have a huge request in the men’s category." The demand points out the success of SKIMS, which, since its debut in 2019, has come unexpectedly for a celebrity brand, succeeding in a small miracle: turning shapewear into something not just comfortable, but sexy. With its huge variety of loungewear, shapewear and underwear designed for different bodies and sizes, it invaded the shelves of major luxury retailers like Selfridges and Nordstrom going sold-out in a very short time and scored record sales even during the pandemic. While most of the fashion system has faced an economic crisis, SKIMS has continued to expand. The secret? It's a fortunate formula of several elements that includes good products, appealing visual communication, glossy, but not too much, and a brand ambassador/founder like Kim Kardashian who, also thanks to the collaboration with Fendi, continues to increase SKIMS' brand reputation.