Luxury Loungewear Brand Skin Worldwide Plans Men’s Expansion – WWD – Pen 18

Very soon men’s skin is going to be applied worldwide.

The luxury innerwear and loungewear brand — which includes celebrity fans like Meghan Markle, Oprah Winfrey, Kylie Jenner and Martha Stewart — is expanding into men’s basics this fall just in time for the holidays.

Fragments from the skin around the world.
credit photo

“Our female customers tell us how jealous their men are that they get to wear skin,” the brand’s founder, Susan Bischel, told WWD. “I decided it was time to start building the Skin family.”

The news comes as other intimate apparel brands have recently made the move from women’s-only innerwear and lingerie to men’s. Rihanna’s Savage x Fenty, Commando, Natori, Cosabella and Jarnel are just a few. Kim Kardashian has hinted that her Skims brand will do the same.

But Ken Sitomer, chief executive officer of Skin, said men are just the beginning. The New York-based firm is also looking to expand into licensing deals in the beauty, accessories and home categories, he said.

Meanwhile, Skin’s own e-commerce business continues to grow.

Beischel — who launched the brand in 2003, made its first shipment a year later — said the skin began as a wholesale business. (The company currently sells specialty boutiques around the world, including Net-a-Porter, Selfridges, Harrods, Neiman Marcus, Saks Fifth Avenue, Revolve, Shopbop, Dillards, and Goop.) But these days, most of Skin’s revenue comes from its website. Comes.

The founder said she’s not averse to opening Skin brick-and-mortar stores, or other IRL Skin events in the future — like the annual Cannes Film Festival Pajama Party, which Skin hosted last July.

“It’s my dream,” said Beischel. “To make the world feel comfortable in their skin.”

Originally published at Pen 18