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SKIMS Mens makes first international retail move with launch at END.

Tom Bottomley
22 May 2024

Kim Kardashian and Jens Grede’s brand SKIMS has today announced the launch of its “first men’s multi-brand shopping experience” at the END. flagship store at 59 Broadwick Street in Soho, London.

The partnership with the premium men’s fashion store is described as a “significant milestone” for SKIMS Mens, as it brings it to a physical retail space in an international market outside of the US for the first time.

The launch underpins the brand’s focus on international expansion and its bid to reach new consumers beyond its direct audience.

Located on the first floor of END. in a dedicated brand space adorned with SKIMS signature curved logos and neutral finishes, customers can now shop SKIMS Mens’ best-selling underwear and base layers, including its signature cotton and stretch collections of “everyday essentials rooted in comfort, fit and superior movement”.

Jens Grede, Co-Founder and CEO of SKIMS, said: “Since the launch of SKIMS Mens we have been envisioning the customer experience in physical retail around the globe.

“Like SKIMS, END. is known for sitting at the intersection of culture and style, with a very loyal community following. We’re grateful for the partnership and look forward to bringing our worlds together.”

A spokesperson from END. commented: “It’s exciting for SKIMS to partner with END. for SKIMS Mens first physical retail space in the UK. We’re both established, global clothing brands and together we can ensure that SKIMS Mens launch in London is an impactful moment.

“Building our community is more than just providing immersive experiences, but ensuring we partner with the right brands who add value to the END. culture.”

SKIMS launched it men’s line in October 2023 with an all-star campaign featuring Brazilian footballer Neymar, NFL powerhouse Nick Bosa and NBA talent Shai Gilgeous-Alexander.

A men’s campaign with R&B music star Usher followed in February this year, coinciding with the release of ninth studio album, ‘Coming Home’.

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