Skims
| Company type | Private |
|---|---|
| Industry | Apparel, shapewear |
| Founded | June 2019 |
| Founder | Kim Kardashian, Emma Grede, Jens Grede |
| Headquarters | Los Angeles , United States |
Area served | Worldwide |
Key people | Kim Kardashian (co-founder), Emma Grede (co-founder), Jens Grede (co-founder) |
| Products | Shapewear, loungewear, lingerie, accessories, menswear |
| Website | skims |
Skims is a U.S.-based brand specializing in shapewear and clothing, co-established in June 2019 by media figure Kim Kardashian alongside Swedish entrepreneurs Emma Grede and Jens Grede. The company champions body positivity and inclusivity, providing an extensive selection of inclusive sizing. As of July 2023, Skims held a valuation exceeding $4 billion.
History
Founded in 2019, Skims benefited from the creative input of Kardashian's then-spouse, Kanye West, who served as the "ghost creative director" and designed the brand's logo. Drawing on her 15 years of experience in shapewear design, Kardashian played a key role in shaping the initial collection. The debut launch achieved over $2 million in profit and sold out within ten minutes, with more than three million units sold during the first year.
By April 2021, Skims was valued at $1.6 billion, which doubled to $3.2 billion after further funding rounds in January 2022. In March 2022, the brand was recognized among TIME's 100 Most Influential Companies.
In October 2023, Skims broadened its offerings by entering the menswear market with underwear, t-shirts, socks, and tank tops tailored for men. In December 2024, actress Nia Long appeared in a campaign promoting Skims shapewear.
Products
Skims provides apparel ranging from XXS to 5XL sizes. The shapewear collection features nine color options designed to complement a wide variety of skin tones. Beyond shapewear, the brand's lineup includes loungewear, lingerie, and accessories such as bras, underwear, bodysuits, dresses, shorts, sweatpants, tops, hoodies, sweaters, and slides.
Originally available exclusively on skims.com, the brand expanded its distribution channels to include multiple online retailers and select Nordstrom locations.
Collaborations
In 2021, Skims collaborated with the United States Olympic team to outfit Team USA with branded athleisure worn during both the 2020 Summer Olympics and Paralympics in Tokyo as well as the 2022 Winter Olympics in Beijing.
October 2021 marked a partnership with Italian luxury fashion house Fendi, resulting in a capsule collection that included shapewear, leather dresses, and swimsuits inspired by Karl Lagerfeld’s designs from 1978. This collaboration reportedly generated around US$3 million in sales within ten minutes of its release.
In September 2023, Skims secured a multiyear agreement as the official underwear partner of the NBA, WNBA, and USA Basketball. The deal encompasses media exposure across league platforms—featuring on-court virtual signage during broadcasts and presence on official social media and digital channels—as well as product showcases at major USA Basketball events like the USA Basketball Showcase.
Controversies
The brand was initially launched under the name Kimono Intimates by Kardashian and Jens Grede. This choice faced backlash for cultural insensitivity toward Japanese traditions and the significance of the kimono. Kyoto’s mayor, Daisaku Kadokawa, publicly urged Kardashian to reconsider both the name and trademark. The company subsequently rebranded as Skims.
SKIMS boycott
Plans by Kim Kardashian to open 15 SKIMS retail locations across Israel prompted criticism and calls for a boycott, leading to inclusion on the official BDS list. This decision sparked controversy amid ongoing regional conflicts and affected the brand’s reputation in certain markets.
Marketing
Skims employs influencer marketing by showcasing celebrities and social media personalities wearing their products. Prominent figures such as Kylie Jenner, Kendall Jenner, Kourtney Kardashian, and Khloé Kardashian frequently appear in campaigns and social media content. Additional notable collaborators include Paris Hilton, Megan Fox, Kate Moss, Precious Lee, Candice Swanepoel, Heidi Klum, Tyra Banks, Alessandra Ambrosio, Rosalía, Paris Jackson, Becky G, Brooke Shields, Teyana Taylor, Snoop Dogg, Chelsea Handler, SZA, PinkPantheress, Lana Del Rey, Ice Spice, Neymar, Nick Bosa, Sabrina Carpenter, Nelly Furtado, and Rosé. This star-studded influencer strategy significantly boosts brand awareness and consumer engagement across diverse demographics.
Financials
At launch, Skims generated profits exceeding $2 million with merchandise selling out within ten minutes. The company moved over three million products during its inaugural year.
By April 2021, its valuation surpassed $1.6 billion and climbed to $3.2 billion by January 2022 following additional investments. By July 2023, Skims’ valuation reached $4 billion. As of 2024, reported net sales approached approximately $1 billion.
Awards
In 2021, Kim Kardashian received the "Brand Innovator" accolade from Wall Street Journal Magazine recognizing her contributions to Skims.
In November 2022, Skims earned Amazon Fashion's first-ever "Innovation Award" at the CFDA Fashion Awards. Cofounders Kim Kardashian, Emma Grede, and Jens Grede accepted this honor in Manhattan.