The numbers don’t lie, men want their SKIMS, and it was proven on launch day … raking in millions of dollars per minute for Kim Kardashian‘s latest venture.
The SKIMS MENS line — featuring underwear and basics — dropped Thursday with a flurry of support. Sources with direct knowledge tell us it was the biggest day of sales for SKIMS since the day the brand launched.
What’s more, we’re told the MENS drop broke SKIMS website traffic records, pulling in 25,000 orders within the first 5 minutes of open, translating to millions of dollars in sales in minutes.
The launch numbers are insane but the campaign to announce the line also got a TON of attention thanks to steamy and shirtless pics from Nick Bosa, Neymar and Shai Gilgeous-Alexander.
Nick Bosa started to trend on Twitter immediately after the photos dropped — hitting #16 overall — and SKIMS also trended at the #9 spot.
While the brand’s previously offered unisex styles through its Boyfriend Collection, the new drop marks Skims’ first time creating items for men — a category the brand’s “never had a bigger request than to launch,” as Kardashian told GQ.
While the unisex offerings were originally “going to be the start” of her men’s line, she shifted strategies based on feedback from her brother, Rob Kardashian.
“My brother was trying it all on for me and being my fit model, and [he] thought that the material was a bit too thin and had a lot of notes,” added the star, who then embarked on a three-year process of creating a full menswear range.
The final result — which dropped on October 26 — is priced between $16 and $54 and offered in sizes XS to 5X in three fabric-focused collections: Stretch for a lightweight feel, Cotton for everyday wear and Sport designed to aid performance.
The latter is close to Kardashian’s heart, as she told GQ it was partially inspired by “experiencing sports with my kids, having it be a part of our daily life with my daughter who loves basketball, my son [who] plays American football and soccer.”
Kim Kardashian added, “Getting some of their idols in the campaign is like a ‘pinch me’ moment.”
Bosa and Neymar put the sporty styles to the test in the campaign, with the former tossing a football while wearing the white Men’s Tank ($88) and the Men’s 3” Boxer Brief ($20) and the latter kicking a soccer ball while modeling the Sport T-Shirt ($44) and Boxer Brief ($24).
Gilgeous-Alexander’s looks include some of the brand’s warmer styles, like the Men’s Sport Legging ($54).
