Kim Kardashian is making Skims for men

Skims, the underwear and apparel brand founded by Kim Kardashian, is hoping to attract new customers: men.

The four-year-old shapewear brand is expanding beyond female clothing and into men's products, with a new lineup launching Thursday that includes briefs, undershirts, boxers and leggings. Prices range from $16 to $54 depending on the item. Men's sizes will also encompass Skims' body positivity focus and stretch from extra small to 5X.

Expanding into menswear is also a possible prelude to an initial public offering for the company, however nothing has officially been announced.

As a business strategy, Skims stretching out into men's apparel appears to be a no-brainer, considering that men's underwear is a $5.7 billion market, with sales up 2% over the past year, according to Circana's consumer tracking data given to CNN. Skims also said that men already account for more than 10% of its existing customer base. Three collections made from different fabrics will be released on Thursday: cotton, stretch and sport.

"The expansion into the menswear space is a major milestone for the brand, and a testament to Skims' commitment to providing solutions for everybody," said Kardashian in a press release. Skims has primarily focused on women's clothing, such as bras and underwear, but in 2020 released a unisex collection of robes and onesies.

Skims also enlisted three high-profile athletes to be the face of the collection, San Francisco 49ers player Nick Bosa, Brazilian soccer superstar Neymar Jr. and NBA player Shai Gilgeous-Alexander.

Skims has been a major success story for Kardashian with the privately held company recently valued at a whopping $4 billion. It recently raised $270 million in its latest fundraising round this past July.