SKIMS has announced its expansion into the men’s category, formally only selling women’s clothing. The official launch of SKIMS Mens was unveiled with an All-Star campaign featuring three iconic athletes. Football superstar Neymar Jr, 2022 NFL Defensive Player of the Year Nick Bosa, and NBA All-Star Shai Gilgeous-Alexander. Each athlete, captured by long-time brand collaborator Donna Trope, embodies excellence through their unique backgrounds, personal style, and ability to connect with audiences beyond the realm of sports.
SKIMS Mens is set to redefine men’s underwear with its innovative design approach on fabric, style, and fit. The collection, rooted in comfort, fit, and superior movement, aims to provide the first layers that make every man feel confident and at ease, ready to take on any challenge.
Kim Kardashian, Founder and Creative Director of SKIMS, expressed her excitement about this new chapter for the brand. She highlighted that the expansion into menswear is a testament to SKIMS’ commitment to providing solutions for everybody. Having icons like Neymar Jr, Shai Gilgeous-Alexander, and Nick Bosa as the faces of the launch campaign speaks volumes about how SKIMS has evolved into a brand that provides comfort for all audiences, not just women.
Jens Grede, CEO & Co-Founder of SKIMS, stated that “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. Entering the $111B US men’s apparel market unlocks an incredible opportunity for the business as we work to continue to reach new demographics and disrupt new categories for the next-generation of consumers,” says Jens Grede, CEO & Co-Founder of SKIMS.
SKIMS Mens will introduce three collections for its debut release: Cotton, Stretch, and Sport. The Cotton collection offers essentials made from a soft, mid-weight cotton blend with built-in recovery for comfortable, everyday wear. The Stretch collection features foundations that will never lose shape, constructed from a maximum-stretch fabric for the perfect fit every time. The Sport collection is designed to aid performance, offering lightly compressive base layers engineered to sit seamlessly under workout clothes for maximum comfort and support.