Kim Kardashian West has pulled off one of the biggest scoops in history. her shapewear brand Skims will supply Team USA with undergarments, loungewear and pyjamas for the Tokyo Olympics and Paralympic games. The social media star made the announcement on Monday on her highly lucrative social media platforms.
The womenswear collection features sports bras, shirts, vests, cycle shorts and high-waisted briefs printed with American flags, the five Olympic rings and Team USA branding.
Kim Kardashian West has said that Skims had been invited by Team USA to produce the items. The designs will be made available for sale as a limited-edition collection from mid-July.
Team USA & Kim Kardashian West Unite
Announcing the collaboration on social media, the reality star and entrepreneur said the Games are close to her heart, as her former stepparent Caitlyn Jenner was a gold medal-winning decathlete. In an Instagram post, she recalled attending Olympic trials and track events as a child, when her mother Kris Jenner was still married to the former athlete.
Although Kim announced that this deal was an invitation it is rumoured that it was sold to US Olympic and Paralympic team via a third party who lobbied Team USA on behalf of Skims. The notion put forward was based on the idea that Kim K would raise the profile and generate support for Team USA during the Olympics which have been rather overshadowed by the pandemic.
The brand has been seen to be controversial, especially for the Japanese, who did not approve of the attempted trademark of the name ‘kimono’. A rather public row erupted on social media.
After Kardashian West attempted to trademark the name, the mayor of Kyoto, Daisaku Kadokawa, wrote an open letter to the star, saying, “We think that the names for ‘Kimono’ are the asset shared with all humanity who love Kimono and its culture, therefore, they should not be monopolized.”
In response, Kardashian West said her brands were “built with inclusivity and diversity at their core,” before renaming the label Skims.