Skims is closely tied to Kim Kardashian’s enormous social media reach, but CEO Jens Grede says that connection can obscure how the company actually operates. As the brand grows, Grede’s message is that Skims should not be viewed only as a celebrity-driven label, even though Kardashian’s online influence remains a major part of its visibility.
Founded in 2019 by Kim Kardashian alongside Jens and Emma Grede, Skims has built its identity in a digital-first environment. That has helped fuel broad awareness, but Grede suggests many people miss the larger business story behind the brand, including how it is being developed beyond social media attention.
The company is now widening its physical retail footprint, with new locations planned in London, Dubai and other markets. That expansion signals a push to strengthen Skims as a global retail business, not just an internet-era fashion success linked to a famous founder.
Grede’s comments highlight a broader point about modern consumer brands: strong celebrity visibility can drive demand, but it can also lead outsiders to underestimate the structure, strategy and scale behind the business. In Skims’ case, the next phase appears focused on proving that the brand’s growth extends well beyond Kardashian’s social channels.
