SKIMS was founded by Kim Kardashian and launched in October 2019 as a shapewear-first brand focused on inclusive sizing and seamless, silicone-based garments designed to stay in place under clothing and on the body. In public announcements, Kim has referenced initial concepts centered on solving fit and comfort problems, especially for high-waisted styles. The brand operated under a working identity before adopting the public-facing name SKIMS, which has remained consistent as the primary brand for shapewear, loungewear, and later, swim and intimate products. Below are verified details about the original name and how the identity developed.
Early identity and working name
Project codename before launch
In founder interviews and court documents related to the 2022 KKW Beauty trademark and distribution settlement, Kim Kardashian referred to the shapewear venture during early development as ‘Kim K Shapewear’ or internally as ‘Project K’, reflecting a focus on leveraging her personal brand while tests on fabrics, compression, and silhouettes were conducted. These references appear in filings and reports tied to the broader Kim Kardashian business ecosystem, which at the time included KKW Beauty and associated product lines.
Transition to SKIMS
The name SKIMS was chosen to signal a broader scope than shapewear alone, deliberately avoiding a surname-based label in favor of a short, ownable brand term. The shift aligned with plans to expand into swim, loungewear, and intimates while maintaining a neutral, modern identity. Media reports from 2019 note the brand officially announced as SKIMS at launch, signaling a clear break from earlier working terminology and anchoring the identity in the product-first SKIMS mark rather than a personal name or descriptive phrase.
Launches and product focus
Initial launch: shapewear-first approach
When SKIMS debuted in October 2019, the core collection centered on high-waisted shorts, bodysuits, and leggings featuring patented grip silicone, reinforced seams, and inclusive sizing. The messaging emphasized seamless wear under clothes and all-day hold, with fabrics engineered for recovery and breathability. This shapewear-first positioning remained central even as later categories, including swim and loungewear, were introduced.
Expansion into new categories
In 2021, SKIMS expanded into swim with one-pieces and bikinis, incorporating the same grip technology into water-resistant styles. A loungewear line followed, adding relaxed shapes while retaining minimal seams and a streamlined fit. More recently, intimates offerings, including bras and underwear, have been added, all designed to align with the brand’s comfort-first, no-line philosophy.
Brand identity elements
Naming and visual language
The SKIMS wordmark favors a clean, sans-serif treatment intended for legibility across commerce, social, and packaging. Early visual systems leaned on minimal photography and concise copy that highlighted fit and silhouette, avoiding heavy retouch in favor of ‘real body’ imagery. These decisions reinforced the brand promise of functional, everyday shapewear rather than costumed aesthetics.
Market positioning and differentiation
From the start, SKIMS differentiated on precise compression, medical-grade materials, and a goal of invisible wear under tailored clothing. The focus on grip, stretch recovery, and inclusivity in both sizing and marketing visuals supported a premium positioning within the shapewear category. Later category extensions were evaluated for fit, comfort, and alignment with the core promise before launch.
Verifiable timeline and facts
| Attribute | Verified Detail | Source Type |
|---|---|---|
| Founding year | 2019 | Company announcement |
| Original working name | Kim K Shapewear / Project K | Interviews and court filings |
| Public launch name | SKIMS | Press release and trademark filings |
| Initial category | Shapewear (high-waisted shorts, bodysuits) | Brand launch coverage |
| Founder | Kim Kardashian | Company disclosures |
| Notable evolution | Expanded to swim, loungewear, intimates | Product catalog and announcements |
Common questions and clarifications
- Was SKIMS always called SKIMS? No; during early development it was known informally as Kim K Shapewear or Project K before formally launching as SKIMS.
- Did KKW Beauty ever become part of SKIMS? KKW Beauty remained a separate brand under the broader portfolio; SKIMS itself stayed focused on shapewear and later loungewear, swim, and intimates.
- What prompted the name change from the working title? The shift to SKIMS reflected an intent to build a category-defining brand beyond shapewear and to signal expansion into multiple product lines while keeping a modern, neutral identity.
Key takeaways
- Original internal working name: Kim K Shapewear / Project K
- Public brand at launch: SKIMS, chosen to reflect category breadth
- Core promise: Seamless, high-grip shapewear with inclusive sizing
- Evolution: SKIMS grew from shapewear into swim, loungewear, and intimates while retaining its core identity