Kim Kardashian’s shapewear empire is expanding yet again, and she’s hoping to add men to her customer base.
Building on its popular collection of nude-toned bras, bodysuits and underwear for women, SKIMS is set to begin selling men’s boxers, briefs, undershirts, t-shirts, tank tops and leggings.
The Wall Street Journal spoke to SKIMS co-founder and CEO Jens Grede about the new campaign where it was revealed she enlisted the help of several athletes to promote the upcoming line.
“The men’s category as a whole, has really been a race to the bottom, of multi-packs and discounts,” said Grede. “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.”
The professional athletes tapped for the line are 49ers defensive end, Nick Bosa, Brazilian soccer star Neymar and the Oklahoma City Thunder’s Shai Gilgeous-Alexander.
The SKIMS t-shirts for men will debut in three neutral shades. Prices for the pieces in the collection will range between $16 to $54.
According to the WSJ, the brand has a $4 billion valuation.
The company is set to reach $750 million in sales this year.
SKIMS Mens launches on Oct. 26 at 9 a.m. PST.