Skims for...boys?
Kimberly, you can't keep getting away with this.
In a move we could see from many miles away, Skims has diversified their offering into men’s underwear, only further proving my point that Kim Kardashian simply doesn’t miss.
With previous posts on this blog, I’ve dove into the the genius that I believe fuels the Skims empire. From an unlimited budget to hire talent like Cardi B, a slew of iconic Victoria’s Secret Angels, and now Neymar Jr., to products that trend constantly on TikTok because they’re just that good, to someone so influential like Kim at the helm, Skims has truly become an unbeatable storm. Launching with both a women’s and kid’s assortment, it did seem like the one thing that was missing is Skims for men.
In the same week as her viral (now sold out) Nipple Bra campaign, Skims dropped an absolutely star-studded inaugural men’s collection, featuring athletes Neymar Jr., Shai Gilgeous-Alexander, and Nick Bosa, shortly after announcing a partnership with the NBA that would make Skims the official underwear partner of every team, and added their logo to courts across the country.
It’s reported that from the Nipple Bra and Skims for Men alone, the brand racked in millions and millions of dollars in just a few short hours, the launch of men’s bringing in 25,000 orders within the first five minutes. This isn’t hard to believe, considering my Instagram, “X”, and TikTok feeds were clogged with memes both loving and hating on both.
Whether you love it or you hate it, it’s hard to deny the power that Skims has. Brands with billionaires behind them often have unbeatable success, however, not every billionaire has the brain that Kim Kardashian has, which includes an incomparable eye for viral potential, and a marketing perspective that takes years of personal vitriol to build. The Kardashians have spent decades under scrutiny before they decided to get in on the joke, then deciding to capitalize on it, only becoming more powerful. Now, after many moons of public storms and personal crises, Kim especially out of all of the sisters has expertise in the industry that not many people would ever have the chance to have. She can build moments and scale them bigger than anyone ever thought possible.
It may seem like I’m being a little dramatic about the success of Skims, but really, it’s anything but. Skims is all anyone’s been talking about for the past five years, and since then, has earned a $4 billion valuation. First, it was the launch. Then, it was the cozy collection that had robes and pajamas everyone wanted (that every brand soon started knocking off). Then, it was the Olympics, followed by moments like a designer collaboration with Fendi, Kourtney and Megan Fox starring in an ad campaign after the internet had been making fun of them for their newfound punk rock lifestyle, to being named one of the most influential companies of 2022, to having a bodysuit and dress being the top two selling products on TikTok last year, to winning a CFDA Innovation Award, to now men’s, Skims has been sat in our news cycle consistently since it launched.
Even though I just spent many paragraphs hyping Skims up, I do have to admit that the idea of Skims for boys makes me laugh a little bit. I even asked my group chat if their boyfriends would wear Skims (the answer was a resounding yes) because it seemed a little hard for me to grasp. Then I remembered that boys my age are currently wearing clothes from a brand called “Lululemon” and that many of them love Uggs, so Skims suddenly didn’t feel too hard to believe. Some of my unnamed inside sources even told me that Skims for men is already being found in Equinox locker rooms across New York City.
It seems like while both the Nipple Bra and Skims for Men were, well, laughable, they both were a smashing success that only contributes further to prove my point that Skims just can’t be beat. The only one left laughing is Kim herself, because while all of us sit and contribute to the nonstop internet fodder on her brand(s), her value only gains.
So, everyone, do the men in your life a favor and give the gift of Skims this holiday season, because if they pretend like they’re too good for it, they’re missing out on the ultra-soft comfortability we’ve all been enjoying for years. Plus, if they don’t get in on it soon, they may have to wait for it to come back, like we all had to suffer through that one TikTok bodysuit after that girl said it saved her from getting shot.
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Send this to a man who needs Skims.
I love my Kimberly
I learn so much from you