Kim Kardashian reportedly made millions of dollars in just five minutes after the much-anticipated launch of her ‘SKIMS’ menswear brand broke website sales records.
The 43-year-old superstar launched her clothing brand in 2019, but has only just begun bringing men’s options to the market and is said to have ‘broken website traffic records.
Kim Kardashian made the announcement earlier this week that her successful line of shapewear and underwear, Skims, is branching out into the male market. Shoppers may purchase the brand’s first men’s collection, which features socks, T-shirts, tank tops, and undergarments made of cotton and performance materials, starting today, October 26.
“We’ve never had a bigger request than to launch men’s,” Kardashian told GQ in an interview discussing the viral launch campaign starring San Francisco 49ers defensive lineman Nick Bosa, Oklahoma City Thunder point guard Shai Gilgeous-Alexander and Brazilian soccer icon Neymar. Skims co-founder and CEO Jens Grede (who also counts Mr. Porter, Brady and Frame on his resume) added that “20 percent of our traffic, and 10 percent of our customers, are already men,” and that a men’s shapewear line, which has been rumored since Skims launched in 2019, is also in the works.
According to sources, 25,000 orders were made in just five minutes. Prices for underwear and essentials start at $20 and go up to $80, and the luanch campaign featured sports superstar Neymar Jr, Nick Bosa and Shai Gilgeous-Alexander.
Three types of underwear are available: sport, which is somewhat compressive and wicks away moisture, stretch, which is a smooth, slim-fit hybrid fabric that hugs and supports the body, and cotton, a mid-weight base layer that promises to never lose its shape. We were pleased to learn that sizes XS through 5XL will be offered for every model in the initial launch.
Kardashian credits her kids as a source of inspiration for the sport-centric campaign, saying that her daughter loves basketball and her son plays American football and soccer. She added that “Having [an athlete] from each sport, and (…) getting some of their idols in the campaign is like a ‘pinch me’ moment.’
