SKIMS, a corrective underwear brand, was founded in 2019. The co-founders of the company are Kim Kardashian, Emma Grede, and Jens Grede. In January 2022, it was valued at $3.2 billion, and in 2024 — already $4 billion. In March of that year, Skims was named to TIME magazine’s “100 Most Influential Companies of 2022” list.
Kim Kardashian is a TV star and entrepreneur. She has founded several companies, including Skims, an underwear brand for women and men known for its progressive advertising campaigns and unconventional products.
A few months before the launch, the Kardashian lingerie brand was introduced to the public as Kimono. But even though the first version of the name also used Kim’s name, many accused Kardashian of cultural appropriation, as the kimono is a traditional Japanese piece of clothing. After numerous appeals from users on social media and an open letter written by Kyoto Mayor Daisaku Kadokawa, Kardashian changed the name of the brand to SKIMS.
SKIMS focuses on body positivity and diversity. This approach is reflected in the Solutions For Every Body brand mission. SKIMS produces products in sizes from XXS to 4XL, with no separate Plus Size section.
SKIMS has quickly expanded beyond its core product of corrective underwear. In December 2019, the brand launched its first collection of homeware, which includes robes and pajamas.
Inspired by the desire to create comfortable, stylish, and elegant clothing, the Skims brand also offers a variety of dresses. From casual options to evening wear, each SKIMS dress becomes the epitome of femininity and contemporary style.
And in 2022, SKIMS, founded by Kim Kardashian, entered the adaptive clothing market by developing the first collection of underwear for people with disabilities. In the same year, the brand was included in the list of the hundred most influential companies in the world according to Time magazine.
Also, in 2022, the Council of Fashion Designers of America introduced a special Amazon Fashion Innovation Award category for fashion industry figures leading the way in technology and innovation. The first award went to the founders of SKIMS, who received their statuette at the CFDA Fashion Awards 2022.
What is SKIMS?
SKIMS is the name of an American brand of corrective underwear and clothing founded by Kim Kardashian. One of the key goals of the brand is to create clothing that gives a woman’s figure elegance, comfort, and confidence. The SKIMS brand has tremendous media support and attracts large investments, which supports its popularity.
In terms of visual identity, SKIMS has managed to reflect its character and philosophy in the logo and created a very memorable and progressive badge with minimum elements, but interesting details.
The SKIMS logo, introduced at the end of 2019, features bold uppercase lettering in a stylized bubble font, which is at the height of its popularity today. There are two logo versions: the flat one, with no gradients, set in of of the four official colors of the brand (different shades of brown), and the voluminous, where the name of the company is written in glossy gradients, resembling a nail polish.
The bold stylized lettering from the primary logo of the SKIMS brand is set in a slanted designer typeface with massive uppercase characters and soft rounded contours and lines. The closest commercial fonts to the one, used in this insignia, are, probably, TPG DontBlurry, Spilled Ink, or Outahere with some significant modifications.
As for the color palette of the SKIMS visual identity, it is based on four different shades of brown, representing a variety of skin tones, and additional elements in black and white.