Kim Kardashian’s wildly popular Skims shapewear brand is launching a new line — and this time it’s aimed at men.
The reality star’s line of stretchy undergarments — which this summer was valued at $4 billion amid brisk sales of bras, bodysuits and women’s underwear — is branching out this week into men’s boxers, briefs, T-shirts, tank tops and leggings, the company announced on Monday.
The first ad campaign will feature big-name athletes including Brazilian soccer star Neymar da Silva Santos Junior, NBA star Shai Gilgeous-Alexander of the Oklahoma City Thunders and NFL defensive end Nick Bosa of the San Francisco 49ers.
The men’s line will be available initially online on Oct. 26 with various pieces priced from $16 to $54 and in packs for $42 to $98. Items will be made from cotton, stretch and compression fabrics in sizes ranging from XS to 5X.
“The expansion into the menswear space is a major milestone for the brand, and a testament to SKIMS’ commitment to providing solutions for everybody,” Kardashian, who is founder and creative director, said in a statement, adding “SKIMS has evolved into becoming a brand that can provide comfort for all audiences, not just for women.”
Launched in 2019, privately held Skims is expected to reach $750 million in sales this year, Skims co-founder and chief executive Jens Grede told The Wall Street Journal.
Skims is slated to open its first stores next year in New York and Los Angeles, with plans to sell both men’s and women’s, according to Greda.
“SKIMS’ decision to expand into this new category was reinforced by a growing number of men who have already embraced the brand’s existing product offerings, with men accounting for over 10% of SKIMS’ existing customer base,” Greda said.
Greda this year also co-founded a a line of men’s underwear called Brady Brand earlier this year with Tom Brady. The retired quarterback sparked a firestorm when he posted a selfie wearing the briefs. A spokesperson told the Journal there’s no overlap between Brady Brand and Skims.
Mens underwear is a $5.7 billion industry, according to market data research firm Circana – with Hanes and Fruit of the Loom being dominant brands.
Over the years, a bevy of brands for men have cropped up including supermodel Kathy Ireland and a line by lingerie icon Frederick’s of Hollywood, which tapped Megan Fox as a brand ambassador, and Mack Weldon and Tommy John.
Performance brands including Under Armour and Nike also make men’s underwear.
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