Kim Kardashian’s $4 billion Skims empire is selling body-hugging boxers and briefs to men

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Kim Kardashian’s shapewear brand Skims is launching a menswear collection.

This includes a range of men’s products such as boxers, briefs, t-shirts, undershirts, tank tops, and leggings, and will be available to shop online from Thursday.

The brand was first launched by Kardashian in 2019 along with her cofounders Emma and Jens Grede to provide shapewear for women of different skin tones, body types, and ages that aimed to be inclusive and body-positive. 

“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 said in a statement to the press announcing the launch.

“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,” she added.

The new collection is priced between $16 to $54 for single items and between $42 and $98 for packs of products, with sizes ranging from XS to 5X. These products come in three fabric styles: cotton, stretch, and compression – the latter being a more figure-hugging material, though not officially shapewear.

Kardashian told The Wall Street Journal that Skims shoppers have been requesting men’s products for their boyfriends and husbands for some time. This line had been in development for three years, she said.

The brand is promoting the collection with a string of male sports stars including Brazilian footballer Neymar Jr., NBA player Shai Gilgeous-Alexander, and NFL defensive Nick Bosa. 

“If you really want to communicate with hundreds of thousands of men, sports is the platform to do it,” Skims cofounder and CEO Jens Grede told the Journal.

The Gredes are a powerhouse couple in the fashion industry, cofounding a host of celebrity brands including Khloé Kardashian’s Good American and Tom Brady’s athletic apparel brand Brady.

Skims was valued at $4 billion in July after a $270 million funding round. There are talks of an IPO on the horizon too.

“I believe Skims deserves to be a public company when the time is right,” Gredes told the Journal.