In a significant move poised to dominate fashion news, SKIMS has unveiled its latest menswear campaign featuring music icon Post Malone, marking a bold evolution for the burgeoning line. The campaign, which debuted on August 21, introduces an entirely new aesthetic for SKIMS Men, focusing on comfort, durability, and a rugged, outdoor-inspired edge. This highly anticipated collaboration underscores SKIMS’ strategic commitment to expanding its influence within the menswear market, a segment it first entered with considerable fanfare in late 2023.
A Rugged Reimagining: The Post Malone Campaign
The visuals for the new SKIMS menswear campaign depart from the brand’s typically minimalist, neutral aesthetic, embracing a more raw and authentic vibe. Shot by acclaimed photographer Theo Wenner, the campaign unfolds against the expansive and rugged backdrop of a Utah ranch. Post Malone, known for his distinctive personal style and laid-back demeanor, perfectly embodies the campaign’s essence, exuding an effortless energy that resonates with the collection’s focus on comfort and functionality.
In the striking imagery, Malone is captured in a series of authentic poses, showcasing the versatility and comfort of the new pieces. From horseback riding and fishing to chopping wood and leaning against a pickup truck, the scenes evoke a Western-inspired narrative. This visual storytelling highlights the collection’s suitability for everyday wear, whether in an urban setting or a more adventurous, outdoor environment. Kim Kardashian, co-founder and Chief Creative Officer of SKIMS, lauded the partnership, stating that Post Malone “truly embodies the spirit of the SKIMS Man with his effortless energy and style, which really shine through in this campaign.”
Introducing Heavyweight Fleece and Realtree Camouflage
A key highlight of this new collection is the introduction of SKIMS’ innovative Heavyweight Fleece fabrication. Designed for superior warmth, durability, and elevated comfort, this premium material debuts in core pieces such as heavyweight fleece joggers, zip-up hoodies, and the brand’s staple basics T-shirts. This new fabric innovation signifies SKIMS’ ongoing dedication to product development, aiming to provide solutions for every body with high-quality, comfort-driven essentials.
Further adding to the collection’s distinctiveness is a limited-edition selection of Realtree camouflage-printed styles. This marks SKIMS’ first official collaboration with Realtree®, bringing an authentic outdoor print to underwear, T-shirts, and fleece separates. Post Malone’s personal affinity for camouflage, which he described as a long-standing element of his style, made this integration feel natural and authentic to the campaign. “I’m all about comfort and feeling good in what I wear,” Malone shared in a press statement. “These pieces are fun, the camo especially stands out to me. I’ve always been into camo.”
SKIMS’ Assertive Foray into Menswear
This latest campaign with Post Malone builds upon SKIMS’ initial, highly successful expansion into menswear in October 2023. That foundational launch featured a star-studded roster of athletes including football legend Neymar Jr., NFL Defensive Player of the Year Nick Bosa, and NBA All-Star Shai Gilgeous-Alexander, signaling the brand’s serious intent in the men’s apparel sector. The initial menswear offering comprised three core collections—Cotton, Stretch, and Sport—providing essential underwear, T-shirts, and loungewear in a neutral color palette and an inclusive size range from XS to 5X.
Founded in 2019 by Kim Kardashian, Emma Grede, and Jens Grede, SKIMS rapidly achieved a $4 billion valuation by July 2023, largely driven by its success in women’s shapewear, loungewear, and swimwear. The decision to expand into menswear was a direct response to consumer demand, with men already accounting for over 10% of the brand’s existing customer base. Tapping into the significant $111 billion U.S. men’s apparel market presents a vast opportunity for continued growth and category disruption.
Broader Implications and Future Outlook
The Post Malone campaign is more than just a promotional effort; it’s a strategic reinforcement of SKIMS’ brand identity as a purveyor of comfort and quality for all genders. By aligning with a personality known for genuine comfort and an authentic connection to his style, SKIMS is cementing its position as a leading force in modern apparel. This ongoing momentum is further supported by the brand’s ambitious retail plans, including a forthcoming flagship store in Los Angeles, designed to enhance the in-person shopping experience and expand its global footprint.
As the fashion landscape continues to evolve, SKIMS demonstrates a keen ability to tap into cultural moments and influencer appeal, making their menswear line a trending topic. This latest move, spearheaded by Post Malone, ensures SKIMS remains at the forefront of the industry, pushing boundaries and redefining what it means to dress comfortably and confidently.
