SKIMS

SKIMS is an American shapewear and clothing brand co-founded by entrepreneur and media personality Kim Kardashian and businessman Jens Grede in 2019. The company offers a range of body-inclusive products including shapewear, loungewear, underwear, and swimwear in a variety of skin tones. As of 2023, SKIMS is valued at approximately $4 billion, making it one of the most successful direct-to-consumer fashion brands of the 2020s.

History

Foundation and Name Controversy (2019)

Kim Kardashian announced the launch of her shapewear line in June 2019 under the name "Kimono Intimates." The name immediately sparked widespread criticism and accusations of cultural appropriation, as kimono is a traditional Japanese garment with significant cultural meaning. Critics argued that trademarking the name for commercial shapewear products was disrespectful to Japanese culture.

Following backlash from the public and Japanese officials, including Kyoto's mayor, Kardashian announced she would rename the brand. On August 26, 2019, she revealed the new name: SKIMS, a play on "skim" (as in skimming the body) and her initials. The brand officially launched in September 2019.

Early Success (2019-2020)

SKIMS launched with a collection of nine shades of shapewear, emphasizing inclusivity and body positivity. The initial launch sold out within minutes, generating $2 million in revenue. The brand's focus on diverse sizing (XXS to 5XL) and inclusive shade ranges resonated with consumers who felt underserved by traditional shapewear brands.

In April 2020, during the COVID-19 pandemic, SKIMS pivoted to produce loungewear and sleepwear, capitalizing on the work-from-home trend. The Cozy Collection became one of the brand's most successful launches, selling out repeatedly.

Expansion and Partnerships (2021-2023)

In January 2022, SKIMS raised $240 million in a Series A funding round led by Lone Pine Capital, valuing the company at $3.2 billion. Just one year later, in January 2023, the company raised additional funding that increased its valuation to $4 billion.

The brand expanded its product lines to include swimwear (2022) and menswear (2023). SKIMS also secured high-profile partnerships, becoming the official underwear partner of the NBA, WNBA, and USA Basketball in 2023. This marked a significant moment for the brand, positioning it alongside traditional athletic wear companies.

In late 2023, SKIMS opened its first flagship store at The Grove shopping center in Los Angeles, transitioning from a purely digital brand to brick-and-mortar retail.

Recent Developments (2024-2026)

SKIMS has continued its rapid expansion with additional retail locations in New York, Miami, and internationally. The brand has maintained its position as a leader in the shapewear industry through innovative marketing campaigns featuring diverse models and celebrities, including campaigns with soccer star Neymar Jr. and actor Kim Cattrall.

Products

SKIMS offers several core product lines:

• Shapewear: The brand's original focus, including bodysuits, shorts, and sculpting garments
• Fits Everybody: A line of everyday underwear and bralettes in nine shades
• Cotton Collection: Casual basics and loungewear
• Cozy Collection: Loungewear and sleepwear
• Swim: Swimwear in various styles and shades
• Mens: Underwear and basics for men

All products are designed with an emphasis on comfort, inclusivity, and a wide range of sizes and skin tones.

Business Model

SKIMS operates primarily as a direct-to-consumer (DTC) brand, selling through its website skims.com. This model allows the company to maintain control over pricing, customer relationships, and brand experience. The brand utilizes social media marketing extensively, leveraging Kim Kardashian's massive following (over 350 million Instagram followers) to drive awareness and sales.

The company has been praised for its innovative "drop" model, releasing limited collections that create urgency and often sell out quickly. Recent expansion into physical retail has been strategic, with stores designed to offer an immersive brand experience.

Reception and Impact

SKIMS has been credited with disrupting the shapewear industry, which was previously dominated by brands like Spanx. The company's focus on inclusivity and body positivity has been widely praised, though some critics have questioned whether the brand's messaging conflicts with traditional beauty standards promoted by shapewear.

The brand has won numerous awards, including recognition from TIME magazine as one of the most influential companies. Fashion industry analysts have noted SKIMS as a case study in successful celebrity-founder brands, citing its ability to maintain relevance and growth beyond initial hype.

Leadership

The company is co-founded and led by:

• Kim Kardashian serves as Creative Director and co-founder, overseeing product design, marketing, and brand vision
• Jens Grede serves as CEO and co-founder, managing business operations, strategy, and growth initiatives

See Also

• Kim Kardashian - Creative Director
• Jens Grede - CEO

References

1. Business Insider: "SKIMS valuation reaches $4 billion" (2023)
2. Vogue: "Kim Kardashian's SKIMS is changing the shapewear game" (2021)
3. Forbes: "How SKIMS became a billion-dollar brand" (2022)
4. The New York Times: "Kimono name controversy" (2019)
5. WWD: "SKIMS opens first flagship store" (2023)
6. Sports Illustrated: "SKIMS partners with NBA and WNBA" (2023)