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The company was founded in 2019 by American entrepreneur Kim Kardashian (born 1980) and Swedish businessman Jens Grede (born 1978).
Several months before the launch, the brand was introduced to the public as Kimono Intimates, but after numerous accusations of cultural appropriation from social media users and an open letter from Kyoto Mayor Daisaku Kadokawa, the name was changed to Skims.
The central elements of the brand’s positioning are inclusivity and body positivity. The brand’s core products come in ten different skin tones, from ivory to dark chocolate, and are suitable for a variety of body types. The company also offers a wider range of sizes than many other brands, from XXS to 4XL; there is no separate section on the Skims website dedicated to plus size .
The brand’s debut collection, which went on sale in September 2019, sold out in minutes and generated $2 million in revenue, with the maximum price for one item being $100.
Five months after its launch, Skims partnered with luxury department store chain Nordstrom. Since February 2020, the brand’s products have been sold in 25 Nordstrom stores and on the Nordstrom website.
In December 2019, the brand launched its first loungewear collection, which included robes and pajamas in four colors. During the COVID-19 pandemic , when demand for shapewear dropped, the brand launched a second loungewear collection.
In 2021, the company partnered with the U.S. Olympic team to create the Team USA x Skims apparel line for the athletes. The capsule included T-shirts, cycling shorts, leggings, high-waisted briefs, and bra tops emblazoned with the Olympic logo and U.S. flag. The line was worn by athletes during the 2020 Summer Olympics, the Tokyo Paralympic Games, and the 2022 Winter Olympics in Beijing.
In 2021, the company partnered with the U.S. Olympic team to create the Team USA x Skims apparel line for the athletes. The capsule included T-shirts, cycling shorts, leggings, high-waisted briefs, and bra tops emblazoned with the Olympic logo and U.S. flag. The line was worn by athletes during the 2020 Summer Olympics, the Tokyo Paralympic Games, and the 2022 Winter Olympics in Beijing.
In late 2021, the Fendi x Skims capsule collection was released in collaboration with the Italian fashion house Fendi. In addition to lingerie and tights in the brand’s signature neutral shades, the capsule includes skin-tight leather dresses, down jackets, sheepskin sandals, and special editions of the Fendi Baguette Chain and Sunshine Shopper bags. Bloomberg News estimates that the collaboration brought in about $3 million in the first 10 minutes of sales.
In 2022, the brand’s assortment was expanded with the SKIMS SWIM swimwear line. The debut collection of 19 items included beach cover-ups, minimalist bikinis in seven color schemes, and sporty one-piece swimsuits, all made with the signature design that emphasizes body shapes.
In 2022, Skims was included in the list of 100 most influential companies, according to Time magazine. That same year, the company’s founders became winners of the special nomination for fashion industry figures in the field of technology and innovation, the Amazon Fashion Innovation Award of the Council of Fashion Designers of America CFDA Fashion Awards.
In May 2022, the brand entered the adaptive clothing market with its first collection of underwear for people with disabilities, part of the Fits Everybody line. The Adaptive Collection features specially designed front closures and is available in four neutral shades in sizes XXS – 4X.
In 2023, the company released its first men’s collection, which included boxer shorts and briefs, T-shirts, two models of tank tops and leggings.
In September 2023, Skims and the National Basketball Association (NBA) announced a partnership that saw the brand become the official underwear brand for NBA athletes.
In July 2023, it became known that the company’s owners intended to take the brand to an IPO. During the revaluation of the value before the possible placement of shares, the business was valued at $4 billion.
In 2021, Skims generated $275 million in sales. By the end of 2023, the brand’s sales are estimated to be around $1 billion.
Los Angeles Times
Madeline Fass
Amandine Lhoste
