When it comes to the celebrity underwear game, Kim Kardashian is leading the charge (sorry Riri). Founded in 2019, Skims has made strides in the shapewear game — a product category formerly monopolised by fellow female-founded brand Spanx — and has since expanded into a robust range of underwear, loungewear, and casual clothing. Thus far, the former home video star’s entrepreneurial ventures have taken on a female focus. Until now.
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Skims has announced its expansion into menswear, debuting with a curated collection of briefs, boxers, t-shirts, tanks, leggings, and socks.
Utilising the same fabrics that have made the womenswear offering so popular, the menswear range is divided into Cotton, Stretch, and Sport collections. Crafted from soft, mid-weight cotton, the first category closely resembled the bestselling women’s underwear; while the stretch collection is crafted from lightweight fabric designed to cling to and move with the wearer. The sport options are designed to be worn under workout clothing, with compression fabrics intended to facilitate performance and comfort.
Rather than perusing the mainboards of Ford, Wilhelmina, and IMG for talent, the Skims campaign has opted for an all-star cast designed to ignite conversation (or at least instagram reshares). Starring elite footballer Neymar Jr, NBA all-star Shai Gilgeous Alexander, and NFL defensive player of the year Nick Bosa, the campaign sees the trio strip down to their Skims and toss some balls (of the sporting variety, of course) around.
“The expansion into the menswear space is a major milestone for the brand, and a testament to Skims’ commitment to providing solutions for everybody,” said Kim Kardashian, founder and creative director of Skims, in a statement. “I am incredibly excited about this next chapter for Skims and cannot wait for everyone to experience our amazing range of products.”
Priced from $16USD to $52USD, the menswear collection will be available from the 26th of October onwards via the Skims webstore as well as at David Jones.
Words by Henry Blake
