soft lounge
A solutions-oriented brand known for its viral loungewear, inclusive sizing, and minimalist, body-positive approach to shapewear.
ORIGIN
USA
PRICE TIER
contemporary
SPECIALIZATION
WOMEN
Initially launched as a shapewear brand in 2019 by co-founder Kim Kardashian, SKIMS has since evolved into a cultural phenomenon encompassing underwear, swimwear, and its highly sought-after loungewear. The brand was born from Kardashian’s own experience of altering garments to achieve the right fit and shade, leading to a core mission of providing inclusive, solution-focused options for every body. Its viral “Soft Lounge” collection, celebrated for its ribbed, modal fabric and body-hugging dresses, cemented the brand’s status beyond foundational garments and became a social media sensation.
Featured Items
SLEEP SET
$89.00
ROBE
$108.00
SHORT SLEEP SET
$108.00
LONG SLIP DRESS
$61.00
ROBE | HEATHER GRAY
$75.00
SLEEP SET
$89.00
TANK
$44.00
LONG SLIP DRESS
$61.00
Learn More
Under her Skims: inside Kim Kardashian’s $4bn apparel empire
An in-depth feature and interview with Kim Kardashian and CEO Jens Grede, this article explores Kardashian's direct role in the creative and product development process, the brand's cultural strategy through talent, and its future ambitions.
The Rise of SKIMS: From Shapewear to NikeSKIMS
Hypebeast analyzes the strategic evolution of SKIMS through its major collaborations, including partnerships with Fendi, Team USA, the NBA, and the newly announced NikeSKIMS line, highlighting how these have expanded the brand's cultural and market reach.
The Couple Behind the Skims-Industrial Complex
This profile on co-founders Emma and Jens Grede explores their crucial roles in building the SKIMS empire, detailing their marketing philosophy and the leadership vision that drives the brand's massive success alongside Kim Kardashian.
How Skims CEO Jens Grede built a $4 billion business in 4 years
In this interview, SKIMS CEO Jens Grede shares insights into the brand's playbook, discussing the strategy of building a brand around an influencer, the importance of cultural relevance in marketing, and the vision for creating a new market category.
Who Owns Skims? How the Kim Kardashian-cofounded Shapewear and Apparel Brand Became a $4 Billion Juggernaut
This article provides a comprehensive overview of SKIMS' founding story, from Kim Kardashian's initial inspiration to the controversial 'Kimono' name and the brand's successful launch. It details the roles of co-founders Jens and Emma Grede and key early milestones.