Having initially launched in 2019 with its women’s shapewear products, Kim Kardashian’s Skims brand has today announced a menswear line.
The new category for the brand is being promoted with a star-studded ad campaign featuring athletes Nick Bosa, Neymar Jr, and Shai Gilgeous-Alexander.
The spot, which was shot by long-time collaborator Donna Trope, sees the three men model the three new collections – cotton, stretch and sport.
“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.
“To have an icon like Neymar Jr be the face of our launch campaign, along with NBA All-Star Shai Gilgeous-Alexander and the NFL’s top defensive player Nick Bosa, 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. I am incredibly excited about this next chapter for Skims and cannot wait for everyone to experience our amazing range of products.”
The collection will be exclusively available on the brand’s website.
“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,” added Jens Grede, chief executive officer and co-founder of Skims.
“Entering the $111bn 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.”
Who is the highly problematic model? Nick Bosa. Per Oh No They Didn't, he has a history of intolerance and fondness for former President Donald Trump is well-documented. Prior to the 2019 NFL Draft, Bosa's controversial Twitter feed was notably scrubbed of tweets that, among other things, called Colin Kaepernick “a clown” for calling attention to racial injustice and referred to Trump and the late Ronald Reagan as the greatest US presidents of all time.
“I had to,” Bosa explained. “There is a chance I might end up in San Francisco.”
Bosa's Instagram activity also drew criticism after it was discovered that he'd liked several posts by a high school classmate captioned with homophobic and racist hashtags.
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Last update on 2024-11-27 / Affiliate links / Images from Amazon Product Advertising API
