Skims is the official underwear of the US Olympic team
Written by Anna P. Kambhampaty
Kim Kardashian West’s shapewear brand, Skims, will supply the official underwear, loungewear and pajamas for U.S. female athletes at the Tokyo Olympics and Paralympics this summer.
Kardashian West announced the partnership on Monday, sharing images of Team USA athletes modeling the collection on Instagram.
“Since I was 10, I’ve heard every detail of the Olympics from my stepdad,” Kardashian West wrote in the post. “When I got the call to invite Skims to be a part of @TeamUSA, every moment I spent admiring the strength and energy of the Olympians on the sidelines came full circle.” Kardashian West’s stepfather Caitlyn Jenner won a gold medal in the decathlon at the 1976 Olympics.
Since 2008, Ralph Lauren has designed the opening and closing ceremonial looks for Team USA. It’s also common for Nike to provide clothing that Olympians wear to compete and receive their medals, including sports bras and spandex shorts.
But an official supplier of underwear?
Cassidy Krug, a diver at the 2012 Summer Olympics, said in an email that Nike and Ralph Lauren provided her fellow athletes with more than 80 items in total. “As far as I can remember, no underwear or pajamas of either,” she wrote.
That said, official Olympians underwear is not totally unheard of. Jockey, for example, is the official supplier of underwear to the Australian Olympic and Paralympic teams.
But the Skims Olympics line, which will be available for purchase online by non-Olympians in July, isn’t just about underwear. This reflects the fact that sportswear is no longer defined so narrowly; Nowadays, all kinds of clothing companies produce sportswear, which can be worn while training, relaxing or going out.
It’s also part of a growing alignment between fashion celebrities and the Olympics. Telfar Clemens, for example, recently announced that he would design the uniforms for Team Liberia.
“We are very proud to support female athletes during the Tokyo Olympics and Paralympics,” Kardashian West said in a press release from Skims. “These women are amazing role models for young girls, including my own daughters, showing them that anything is possible if you work hard enough. SKIMS is designed to make women feel better every day and we are excited to be working with Team USA to help spread this message.
In addition to inclusive messaging, Skims offers a wide range of sizes and skin colors for its products, which Kardashian West says is inspired by its own struggle for not being able to find a comfortable shapewear to suit. his body.
“We are setting new standards by providing solutions for every body,” the Skims website reads.
In keeping with this post, Scout Bassett, a Paralympic sprinter and long jumper, is one of the female athletes featured in the promotional shoot. “The collaboration is representative of SKIMS ‘focus on fit and commitment to creating products for every body,” Skims said in his press release.
Despite its efforts to be inclusive, the brand has received negative reactions. In 2019, he drew criticism for appropriating Japanese culture when the brand was advertised as Kimono. Most recently, the brand was singled out in a TikTok video for misleading (and excruciatingly small) sizing.
Regardless, Skims is popular and is partly responsible for Kardashian West’s arrival on the billionaire list. Forbes placed its stake in the company at around $ 225 million.
This article originally appeared in The New York Times.
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