SKIMS, the shapewear brand co-founded by celebrity Kim Kardashian, is now offering a new line of products geared toward men.
The SKIMS men's line, first reported by The Wall Street Journal, includes base layers like underwear, t-shirts and tanks tops, as well as socks, which are now available for sale on the company's website.
The outlet reported SKIMS is currently valued at around $4 billion, after breaking into the shapewear market to compete with brands like Victoria's Secret and Spanx.
The company now sees opportunity in the men's category, and has introduced the new line with an ad campaign featuring professional male athletes including Brazilian soccer star Neymar, NBA point guard Shai Gilgeous-Alexander of the Oklahoma City Thunders and NFL defensive end Nick Bosa of the San Francisco 49ers.
"The men’s category as a whole, has really been a race to the bottom, of multi-packs and discounts," Skims co-founder Jens Grede told the Journal. "We’re trying to excel and show men that there’s just a different level of comfort and performance you can have in your first layer."
Kardashian and Grede founded SKIMS in 2019, and the company has seen fantastic success, thanks in part to the star power that accompanies Kardashian's celebrity status and famous figure.
In addition to co-owning SKIMS, Kardashian launched her own skincare line SKKN by Kim last year, and she also owns the lucratic cosmetics brand KKW Beauty. Over the summer, Kardashian, 42, ranked 21st on Forbes' list of the richest self-made women in the U.S., with a net worth of $1.2 billion.