The Fall and Rise of SKIMS by Kim Kardashian

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SKIMS is arguably the best Kardashian / Jenner brand we have seen to date, but that really doesn't have all to much to do with Kim's input and has far more to do with traditional methods of marketing implemented by Emma and Jens Grede who are the masterminds behind the company. Kim of course had a massive role in the company, but without the Grede's, the company would not still be with us today
Beauty Channel: / @underskinyt
Patreon: patreon.com/understitch

[@krschn7673]

i still to this day believe that she really had "skims" name right from the beginning and not "kimono" and she did this to gain anger as sort of marketing tactic and press.

[@understitchYT]

Its certainly possible she did and waited to trademark it knowing it was public

[@anabltc]

💯 everything for engagement, plus "kimono" is simply a false, confusing choice

[@kennyb1588]

She did, if you read any of the articles from that time it said she already had the skims one and a few other ❤

[@Cali8842]

I’ve always believed the same. Think of the Ray J video. They’re very calculated and intentional when marketing they’re self to get the attention on them and stay relevant, let’s remember she’s claimed she wanted to be famous from an early age, very cunning and conniving.

[@stefaniefreebird6687]

Agreed.... The moment I heard all the kim-motion, I knew it was exactly that

[@abbyc.4458]

I’ll be honest, skims really appeals to me and multiple times I’ve had some of their items added to my cart but I never went through with the purchase. Obviously my purchase alone isn’t going to make or break the brand’s success or Kim’s obscene wealth, but I’d much rather support anyone else!

[@understitchYT]

Having a celebrity endorser does have positives and negatives, this is just one of them, but its a big one

[@missmia196]

Facts, hate the idea of adding to Kardashian empire money

[@MrsVanB]

My sentiments exactly. 💯

[@Dannywithlove]

Agreed!!

[@shanel4294]

I bought the fold over pants and top but a lot of people have felt better buying second hand or thrifting (rare ik) but at least it’s getting a second life

[@Kevin-rg3yc]

Kylie needs to take advice from Kim on how to have a sustainable, successful and respected brand she has a lot of potential but is too busy wanting to do multiple brands that she clearly only does for a cash grab she needs to stick to one brand that she has a genuine love and ambition for and utilize it

[@understitchYT]

Interestingly, the gredes are behind both brands

[@minimoto99]

The difference is, she has to want to. Kylie was born into wealth (more so than Kim was) and has made a (supposed) billion dollar company already at such a young age. I think the difference is Kim has a far greater drive for success stemming from an insecurity of needing to prove she's more than her fame-origin story, far more than her sisters who are probably very very very comfortable without really having to put much effort in on running brands with longevity in mind.

[@Kevin-rg3yc]

@@minimoto99i actually agree I also think it has to do with her father, while kris have always been middle class her dad Robert Sr was extreme working class immigrant who worked his way up to be a lawyer and billionaire and he influenced alot of drive and ambition in all of his 4 kids but more specifically Kim so while Kim may have always been privileged she’s technically more new money and has access to what it’s like to starting from the bottom thanks to her late father, Kylie and Kendall never had both of their parents were middle class and by the time they were born they fully into upper class territory so you are really right

[@vondonstrut218]

@@Kevin-rg3yc lol billionaire? he was rich but not a billionaire.

[@capucnechaussonpassion14]

Does she really need anything and more importantly do we need her products though...? Do we need more shit to buy from billionaires...

[@nerd26373]

We appreciate how well you've articulated your own insights. Keep working hard.

[@understitchYT]

Thank you so much 💕

[@st3458]

I feel like Kim is the only one in that family who genuinely likes business and wants her stuff to be good and good quality cuz compared to her sisters they just be doing brands for cash grabs and have horrible quality and Kylie is very obvious with that

[@understitchYT]

You think she has that much input? Personally Im not sure, but I think she cares

[@user-weseutu3]

AS ONE CAN OBVIOUSLY SEE , THE RED FLAG INSTANTLY WHEN YOU SEE THE CONNECTION OF THE SIX UNLIMITED LLC. IT WOULD BE A PERFECT AVENUE FOR SHELTERING REVENUE(SOME ONE SAID SOME ONE WAS EXPECTING A BIG TRANSFER OF CAPITAL $$**$"*$$ TODAY THEY ARE CALLED A TAX DOGDERS HAVEN) KIM IS HANGING WITH SOME SMART ASSES... WHO TAUGHT THEM THAT???. JHOE LHO.,... 1EYESE

[@shanel4294]

@@understitchYTI think she does now more than maybe in the past. But I do believe Kim knows the industry well enough, she’s the most famous one for a reason🤷🏽‍♀️

[@brielle0808]

Good American has good quality clothing and is a pretty good business.

[@loth4015]

I am not a fan of Kim, but I think it's pretty obvious that she is most "business type" person in that family. Atleast to me.

[@en2186]

Skims being the new partner of the nba and wnba was so unexpected and therefor very smart

[@understitchYT]

Exactly

[@electricmagnetic]

This woman has an incredible sense for business. Even if you don't like her for whatever reason you must admit, the woman is a legend.

[@understitchYT]

Emma Grede?

[@LifeWithChipo]

Facts

[@darrensmall1133]

It was literally Kanye

[@gisseleblancas2407]

It isn’t her, try all the kardashian brands that failed

[@Bunny11344]

@@gisseleblancas2407 exactly throw anything on the wall and see if it sticks lol

[@GatesOfElysia]

Are we not talking about the fact that the co owners of the business are the "GREEDS" 😭😭

[@understitchYT]

Their names are very apt 😂

[@honeybee591]

kiki•mono could have worked tbh cuz “mono” means stuff in Japanese “ki” means to wear so “kiki” would just be like “Kim (kiki)’s stuff” lol

[@understitchYT]

Oh thats absolutely fascinating thank you

[@honeybee591]

@@understitchYT ah thank you 😊

[@GoBizBaz]

Ah right Kiki mono would have worked, i don't understand why Japanese would be enraged bout it. Ego at play ? Like with any human being on this planet?

[@vicaigorevna]

I rarely comment on KZbin but I am obsessed with your channel(s)! Watched all your analysis videos so far and find them very educational from a marketing pov 🙏🏻

[@understitchYT]

Then Im doubly glad you commented, thank you 🥰 Im so glad you enjoy them

[@user-fi8xm3kh8w]

Congrats on your first sponsorship! Been watching your channel and your makeup one for months now, happy to see you come this far!

[@understitchYT]

Thank you so much, and for a brand Ive genuinely used so long!! Glad I held out for something I actually love ❤️

[@Jacks_here]

I’m enjoying this channel a lot. I don’t know if you are but you should sign up with an agency for voice over work. Your voice has command and clarity.

[@understitchYT]

You are hust the nicest ❤️❤️❤️

[@user-fi8xm3kh8w]

Not sure if you take recommendations, but would you do a vid on Versace? Situations like Gianni’s assassination and Donatella taking over, they impacted the brand a lot and thus worthy of a video.

[@understitchYT]

Oh its a MUST

[@ajae...]

I don't know that this company should be rewarded for outrage marketing. There's several kinds, but Kim Kardashian hones in on being racially or culturally offensive. I understand that for some people it's academic, but for the people whose backgrounds are targeted it's more than that. It can cause real mental harm, especially in very young people who can feel personally attacked and might have to face open hostility for objecting. Kim in particular has a sick record of trying specifically to upset black women. Intentionally relying on that kind of marketing while at the same time claiming to be inclusive is pretty ruthless. I'll pass.

[@understitchYT]

Outrage marketing is quite difficult to stand behind for that exact reason, its also become more outrageous in recent years due to escalation, so I dont know how much longer the tactic has legs

[@andyt9677]

Yay!!! I am glad you got a sponsor! Your content is incredibly high-quality. I always look forward to your videos!

[@understitchYT]

Thank you! Im so happy I waited for a company I actually use and like tbh, I think that was important

[@JMED0000]

I honestly believe the company had a big influence from Kanye as well as the most recent brand from kylie jenner. Looking at promo photos for skims i believe that there was supposed to be at some point an integration between Skims and Yezzy. As Far as kylies new brand it wont see the same success because it can be seen in her promotional shots that her garments are made of genuine leather where as what is being pushed to consumers is fuax leather. Skims has a better business model like true desirability because it was seen as a brand to get a sort of fuax Kardashian body type. The brand was created based on the body that the Kardashians built. In the end, just as luxury fashion i do believe the quantity with out do the quality but the price will go higher.

[@understitchYT]

The inclusion of Kanye West is confirmed, so you’re definitely right about that, but I think you’re making an interesting point about maybe a collaboration, it seems very natural, strange it didnt happen, but maybe it was on the cards I also agree that Khy wont last, but I dont think she is wearing leather in the promo pics personally

[@trinimaphupa5008]

Get your hands dirty and cover Emma Grede because I think skkms and good American success are because of her.

[@understitchYT]

I agree, the gredes really are the leaders of this kind of celeb fashion brand, theyre behind KYE too

[@jamkutie]

I disagree. They are her ideas but there would not be ducks without Kim, her marketing and followers. Plain and simple. She would be a small fish. She NEEDS the endorsement and input for success. Let's not be biased now. Without Kim's aesthetic no one would care.

[@trinimaphupa5008]

@@jamkutie how many failed product launches does Kim Kardashian have???? Be serious.

[@jamkutie]

@@trinimaphupa5008 so she's not allowed to try out multiple businesses to see which one fits her best? YOU be serious.

[@trinimaphupa5008]

@@jamkutie listen here skims is doing well because of Emma Grede not because of Kim. SKKN not moving units and you here downplaying Emma, be effin serious.

[@TunaYoney]

The whole Kimono thing was a disaster but it was clever marketing to get the brand talking. Everything she does is calculated, so this was a any publicity is a good for marketing technique

[@understitchYT]

And if it was in fact a separate business, its a very calculated way to avoid the negatives

[@user-le5bb9pe5n]

Kanye did that for her or she would have failed.

[@elijus1230]

Hello, amazing video as always(i have nothing to do with any fashion or cosmetic brands, but well made video essays are my guilty pleasure and i'm very glad that found Your channel) and of course CONGRATULATIONS with the sponsor! Really hope more and more future videos will have sponsors. Thanks for Your effort and good luck :)

[@understitchYT]

Im so glad that you find my videos so interesting for that reason tysm

[@Hidanchi]

Another great video. As someone in the medical field I would love to see a deep dive like this into scrubs companies like Figs.

[@understitchYT]

Ive never thought of this, how interesting ty

[@upsidedown584]

I dislike their scrubs. They don’t fit me ever!! 😂

[@Lamchopzzz]

What if skims did scrubs

[@olumideakingbade982]

As always, intelligent and thorough delivery.

[@understitchYT]

Thank you kindly!

[@Unsweetened8618]

Skims is genius, from it's package, pop up stores, website, production... It's like they elevated Victoria Secret and Spandax element, to another level.... This is what people thought Savage was gonna do...

[@dgotguts]

Cannot believe Yeezy was basically behind og skims that’s wild

[@understitchYT]

he was behind this whole neutral trend, regardless of how "difficult" he is as a person, its good that he is credited for his impact

[@crystalgrace289]

Ive been waiting for your analysis of this one! Thanks a lot for doing it

[@understitchYT]

Im so glad! Did you like it?

[@zdoriksandorik]

Haven't caught up on your videos in a while (life got in a way) and I was so happy to see your channel doing so well! I think I've followed yoy since you had less than 10k and had only 2-3 videos out. Super happy for you!

[@understitchYT]

Oh thats fantastic then! Im glad to see youre back! Id like to think my videos have improved since the early days, but youll have to tell me 🥰

[@manasa8386]

Was so excited when I saw this video pop up on my feed and it did not disappoint. Such a great video. Thank you so much for what you do. ^_^

[@understitchYT]

Thank you! Im so glad you enjoyed it!

[@eveliinaniilivuo7329]

Skims actually sounds great, only heard good about it. But I just can’t support anything from kardashians and jenners.

[@understitchYT]

Is anything really from the kard/jenners or from the team that made the idea for them to front?

[@eveliinaniilivuo7329]

@@understitchYT I know, and they have this habbit that they steal other peoples great ideas. But anything that adds some dollars to their millions is a no thank you for me.

[@BittersweetMayhem]

But she will still get paid by the company so money will get to her from us

[@jhoover3098]

You really can make anything interesting. Love your channel!!

[@understitchYT]

HHahaha the shade 💀💀

[@larissaariri]

Always love your analysis!❤

[@understitchYT]

Tysm 🥰💕

[@renosance8941]

"The FALL (first) and (then) Rise of Skims..." Don't know why I found that wording interesting 😅

[@understitchYT]

Its an unusual way around, its not possible without it having a hugely unsuccessful launch, which would suggest it was inly possible for celeb brands, but I guess it didnt have to be with the right marketing budget

[@2009TalkingHead]

Nicely done. New subscriber. Insights are great for building product and service offerings. Thank you!

[@understitchYT]

Thank you very much, im glad you enjoyed 🙌

[@alonsoedwin1217]

Great video! Your voice is charming. As many people have said I don’t see anything new with this brand at all. Partnerships with other brands, celebrities as the face of the brand, etc. The only new thing I see is the marketing business growing (more platforms like tik tok, Instagram, streaming services, KZbin, being able to watch everything on your cell phone anywhere anytime, scrolling, etc) and people trying to have more followers by showing what they buy which attracts more silent customers. Some people mention that to make people show your product on social media you just need a good controversial celebrity as the face that people wanna see flop or find intriguing. The monochromatic pattern of the brand goes along with the “chill” “minimalistic” and even “sad” vibes people are consuming more and more these days (melancholic ballad/pop/alternative songs getting more popular) expressing how tired we are from the system. Could also be related partly to the pandemic, which was also all about simple clothing to wear at home, but I think the trend started even prior. The next thing for this brand has to be launching new products that feel innovative or that would make people talk on social media since they can’t rely on the spanx concept for so long. More partnerships would be great but that is the only thing that I think is keeping them relevant. Men’s clothing to become neutral? NBA, football and NFL stars promoting the product? Wow so genius, who would have thought that? Nothing new.

[@understitchYT]

I think you make so many good points, I dodnt connect the neutral with the discontent we are all feeling, but it makes so much sense. I also agree shapewear for men isnt new, but I think its an important difference to note that making shapewear for men *desirable* actually is new. So I think its quite interesting, but without a product innovation, as you say, then itll be hard for it to continue indefinitely. Their competitors Nike/Adidas all have such incredible R&D that they cn do what skims is doing with product innovation on top, will be very easy for skims to lose without an innovation

[@blackathena1565]

Another great video! I would love to see the behind the scenes research for one of these deep dives but that may be a Patreon exclusive

[@understitchYT]

My god I think I'd bore everyone half to death haahahah I spend hours upon hours reading full reports, tax reports, trying to find numbers and snippets of information. I love it, but I can't say it's thrilling to watch

[@blackathena1565]

@@understitchYT I think you underestimate your fans! I'm not saying anyone wants to watch you read lol but a progression, like your brand videos, would be fascinating.

[@dear_totheheart]

Sincerely your videos, documentary professionalism, and insight and thoughtful observation/critique is so impressive and well done, thank you for your wonderful content and best wishes to you and your channel's future growth and obvious success!

[@understitchYT]

Thats so kind, thank you so much. I'm just glad to find so many people interested in my nerdy obsession

[@dear_totheheart]

@@understitchYT having reliable and analytical views on fashion and beauty (thrilled to have just discovered your skincare/beauty channel too) is extremely useful and needed in this preying market so its appreciated and valuable not only as market/brand research/reception but for informing producers/owners/staff and especially consumers alike.

[@BananaCulture]

I been waiting for this one 🎉

[@understitchYT]

Lizzo reference?? Either way Im very happy 🥰

[@BananaCulture]

@@understitchYTyes 😂

[@rachel2635]

Safely is Kris Jenner's brand not Kendall. I really love your videos !

[@understitchYT]

Oh youre very right

[@martijnkeisers5900]

Excellent again!

[@gordonw4542]

Hi Understitch, great video on marketing and brand creation. you are so good at unravel this big ball of string called SKIMS cheers.

[@understitchYT]

Im so glad you enjoyed it! Thank you so much

[@amsinthemitten]

Thanks for the insight! I was actually giving her credit (in my mind) but I should have known better. Guess she knows how to leverage her name though.

[@understitchYT]

Credit in that she successfully leveraged her celebrity, yes, but I dont think she had much to do with the concept of the brand

[@debspringchannel831]

Love your analysis and your voice

[@understitchYT]

Thank you so much 🍀

[@jacksonmahr8915]

I came for another stylish, impeccably researched fashion brand video and left discovering that nipple bras are a thing. What a time to be alive :) An excellent video as usual!

[@understitchYT]

Ahahhahahah well, when theres a need theres a product 😂😂

[@Fabdanc]

I'm watching this and getting bombarded with adverts for Pepper -- which is in the same VC fund. This makes me laugh because I don't have the biggest pecs, so I guess the targeting works 😂 Another great video deep dive. Love this channel.

[@understitchYT]

KZbin ads doing their job 😂

[@ShaneFalko]

Thank you!

[@understitchYT]

Thank you!

[@warclams]

I love all of your channels and how well spoken and researched you are 👏 Not only is Skims super inclusive but it’s so comfortable yet super stylish, it only makes me want more of their stuff

[@understitchYT]

Im so glad to hear that thank you!

[@upsidedown584]

I haven’t tried yet but you’re not the first person I’ve heard praise the brand.

[@susiem.2068]

Hi. Thank you for the video, you always provide good content. Do you know any shape wear alternative? I don't want to give money to a Kardashian business venture, however the product seem very interesting.

[@understitchYT]

I mean Spanx is still going 🤷

[@sarahsarahsarah9093]

Anyone else notice “whips and harnesses” listed under trade mark details for Kimono Body??

[@understitchYT]

Hahahaha I ALMOST included all the funny things that were trademarked because there are so many!

[@arfriedman4577]

Nice video on skims history. I had bought a few spanx bras from qvc. I stopped buying things i dont need in 2012. I use what i have.

[@understitchYT]

Never any need to buy what you dont need 🤌

[@smurfsnm]

Given Kim is known to have a 35% stake in the Skims business, Jens alone is likely to have at least a 16% stake in the business giving a “majority stake” of 51% of Skims, according to that article. With Emma, the couple likely has at least or more than 24% stake in Skims which is the approximate equivalent in Good American and Safely; altogether, 59% founder total ownership seems plausible with other VC partners having small 5% stakes. The article you quote does mention a “controlling stake” as opposed to an “ownership stake” however, which could imply that Emma and Jens’ ownership of equity in the company may have different voting rights compared to how much their own in the company. Ie. Emma and Jens could theoretically have less equity ownership, but more voting rights and thus more control ownership in the company - which is probably fair as they’re probably doing most of the legwork to keep the business a success. I guess we’ll know more accurate numbers once the IPO prospectus gets released and we see some SEC-filings.

[@understitchYT]

Is she known to have 35%? I couldnt find confirmation on a percentage personally, but with your calculations it does make sense. I agree also that itll become more clear when they move towards IPO

[@lysacarter6707]

Can you please do a breakdown down of djerf avenue? It's a smaller scandi/influencer brand that has recently become more viral.

[@understitchYT]

Oh interesting, i havent heard of them before, Ill look into it 🤌

[@wendynerd1199]

I heard for a few years that Skims was "the good Kardashian product" so I finally got some shapewear for my wedding. I got the size recommended by their size chart. When I went to stretch them and put them on, one of my fingers literally poked through the material. Then another.

[@understitchYT]

Oh no, that’s terrible. Did you have a back up?

[@thaisgregorio2734]

Your channel is so well done, I love your videos. I would love to see your take on Kate Spade

[@understitchYT]

Did I reply to this already? I would love to do kate spade and Im particularly interested in her life because it ended so tragically

[@thaisgregorio2734]

@understitchYT maybe I had already requested this in another video, and forgot about, sorry 😅

[@understitchYT]

@@thaisgregorio2734 I cant find my reply either dw haha

[@QueenLeccare]

What does this channel use for making its videos?

[@understitchYT]

You mean my editing software? Its final cut pro 10 🥰

[@MANI-ee7vr]

Seriously question can I change my company name like them or I gotta make a new one

[@understitchYT]

It is possible to change a company name, yes, and much easier than starting a new company too

[@HausOfAdonis]

Excellent video

[@understitchYT]

Thank you very much!

[@dionneking8]

Thank you

[@understitchYT]

Thank you ❤️

[@trinimaphupa5008]

Also congrats on your first sponsorship, may more come from this.

[@understitchYT]

Thank you so much! And a company I genuinely have had such a long relationship with

[@iancoulson5822]

❤ love this video

[@understitchYT]

Tysm 🥰🥰

[@bye3847]

Personally, I have never and will never purchase from Skims. I understand why people would buy the shape wear and such, but the dresses are entirely unnecessary. One trend cycle later and they will be thrust into the oblivion of irrelevancy or being “outdated”.

[@understitchYT]

Oh yes definitely unnecessary, but thats the intention. Those products are all extras to seell to customers already down the funnel, not to get new customers or be creatively interesting. Think of them like a chocolate bar impulse purchase at a supermarket, but for people who want more world building with their tescos banana

[@Onix_wanabi]

I love your video good opinion view

[@understitchYT]

Thank you 🙌

[@mymasmith7848]

What I don't understand is their go-to market strategy. I have never seen it anywhere, no idea where to buy this stuff other than online, and a quick skim through the lead page on the website is not enticing at all to me. The underwear on the initial scroll, I would not wear that underwear, or those bras, and so I click away easily. Maybe if they use the latest VC round and IPO to somehow get placed in a shop like a Target, perhaps I would have a look, but still.

[@understitchYT]

That certainly seems the way it is going, but Im sure they want total control over the brand image, so getting stocked in stores is tricky. Though, it seems like with the pop-ups theyre seeing feasibility just totally for their own stores which will be interesting

[@caseynw]

This is indeed very interesting. Thank you. However there will always be (perhaps small percentage) people like me that look down upon a brand anything by the Kardashians.

[@understitchYT]

Theres certainly a lot of negatives to the positives of partnering with celebs

[@TightyWhiteyTrash]

I subscribed to understitched, a month ago. It’s an excellent, novel channel with pristine editing and narration. Love the narrator’s accent ❌⭕️

[@understitchYT]

Oh what lovely compliments, thank you so much 🙌

[@CW12190]

YAYYYYY the videos are out!! This was such an amazing analysis!!! No matter how we may feel abut Kim, we cannot undermine the value of her cosign in the success of this brand! A few comments: 1)I understand the diminishing return from the hyped exclusivity that demanded more VC funding. IT made me think about Telfar, who had that model for a longtime.....andddd you have a video about them, welp i guess ill go find my answers there! 2) Do you know what it takes to get a product shipped in 2 hours? Like what does the ecological effect look like, im genuinely curious. 3) When i realized compression garments are spanks for men I burst out laughing. They just want to be like us; have a snatched waist hehehe Thank you for these amazing videos! I love your channels so much!!! it does something to my bob culture numbers/marketing nerdy brain!

[@understitchYT]

Im so glad you enjoyed it so much. Just on the second point, its not as bad as you might think. So to have that, they need more but smaller facilities across the states that can get the product closer to a wider range of people within that two hours (I dont know if its countrywide but it seems that way). So they likely have hundreds of smaller facilities that respond to purchases. That means that because each facility is stocked, there is often less petrol that goes into it because the facilities are closer and the product delivered to the facility is done in bulk. So the petrol cost is more divided between items; instead of coming from miles away, it comes from round the corner. However, of course these facilities use resources themselves, but how much better or worse this is for the environment idk. Same with employees, is it more but local or less but local? We dont know truly, though Id love to find out

[@killlamas57]

Can you do a video explaining what Good American needs to do improve?

[@understitchYT]

I would love to actually 🤌

[@evelynneleven]

Solid. I bought a pair of jeans when they first launched & they still have not faded or lost shape… I always thought they had so much more potential because the jeans or at least the original jeans that were launched are amazing.

[@fiftyclown]

Skims mens in the UK is competing with brands like Represent, Essentials and Cole Buxton, all quite commercial, generic and inherently masculine brands separate from sports culture but very firmly implanted in commercial mass market streetwear - be interested to see how they can compete whilst maintaining their image as a contemporary image brand, i don't think athleisure oriented sports marketing will be necessarily successful for them, would like to see them be brave and lean into the contemporary trendsetting maverick identity, for men who are isolated by hyper masculine street offerings

[@user-ci2sy5jb2j]

Kim is more an influencer/ambassador for skims. She is not responsible for the design, marketing or creative direction of the brand. Kanye is responsible for the color scheme and the creative direction in the beginning. Skims is the same color scheme as Yeezy. Without Kanye skims would not be successful.

[@understitchYT]

Kanye was good for branding, Kim was good for positioning and promotion. Id say they had about an equal hand personally, but of course thats subjective

[@jamkutie]

Dumb take. Because of similar colours it wouldn't be successful without Kanye??? Skims is Kim through and through. No one buys skims for Kanye they buy it because they buy into kin and all her hard work promoting and validating the brand. Let's be serious here. The bias in the comments are hilarious

[@jamkutie]

​@@understitchYTyour bias makes it difficult to take your comments and video seriously. Trying to be neutral but will your "subjective" opinions seem to attempt to discredit Kim.

[@venusbby]

Yayy! Sponsorship❣️

[@understitchYT]

Right?? Im so happy 🥰

[@venusbby]

@@understitchYT I’m happy for you 😘

[@telfordabugre6639]

I love your videos

[@understitchYT]

Thank you so much

[@artsygurl07]

Not gonna lie, have bought skims fluffy jacket and bralettes. Super comfy

[@understitchYT]

The quality seems decent for the price ngl

[@tabletbooks4967]

Excellent video as always. One obvious parallel is Prime energy drink, whose public face is that of Logan Paul and KSI, and who do have small equity stakes, but serve only for promotion and awareness. Prime is thought of as Logan Paul's company, but he has almost nothing to do with its business decisions, let alone being a founder or chief executive.

[@understitchYT]

I have been hearing so much about Prime, such an interesting business, I need more channels to talk about everything thats interesting 😂

[@AnonYmous-bc3jt]

I think if skims goes public it will firstly soar and then lose 90% of its value within a year 😂

[@understitchYT]

Thats definitely a risk. Ill be interested to see who/how many invest in the first day or so

[@suzie6530]

the nipple top really reduced this as a serious brand for me

[@understitchYT]

Its certainly a gimmick

[@simmyjester]

21:01 Hey, another Overcast user! High five!

[@understitchYT]

🤌🤌

[@MissMarquise]

What was the "fall"?

[@understitchYT]

The beginning was the fall

[@shellywellybutbaldbob1336]

Sadly as females we have been programed and manipulated into hating our bodies! Embrace the body your in, I love my bumps and lumps and imperfections. We are meant to be all shapes and sizes, if we were all the same how visualy boring it would be.

[@understitchYT]

I think thats a distinction to make though. Do we love ourselves from embracing? Or from exciting the fantasy in ourselves?

[@LyfeWithJoy]

I’m pretty sure Kim started entrepreneurship on her own so she actually been “working” for a while and she’s so nice she got all her sisters and brother involved. She’s so sweet lol.

[@understitchYT]

Kimisaprincess was set up by her mum, but its been a long time since then

[@kaolineb630]

I just got my skims in the mail today omg😭😭

[@understitchYT]

🤌🤌🤌

[@frunway]

I love your videos. I just wanted to say Safely is Kris Jenners brand, not Kendalls

[@understitchYT]

Yes it is, youre right thank you

[@user-lx7rn7pe8p]

To be honest, the reason why you likely cannot confirm it, because it was not started by those two women that idea came from Kanye West, was promoted by Kanye West, and put his fashion sense behind it. That’s the only reason why it is now successful.

[@lindsenddddd12345]

I love skims. The clothes are seriously so nice

[@understitchYT]

They certainly have universal appeal

[@Kayseason]

I love skims but idk why did they think “kimono” name was going to work? Lol

[@understitchYT]

By the looks of it they didnt think it would work, at least not after the initial initial backlash anyway

[@Kinglystateof]

You’re watching UNDERSTITCH✨

[@understitchYT]

YEAAHHHH 📺

[@Kinglystateof]

@@understitchYT you know I’m gonna show up every time!!!

[@irpk7211]

Was recommended skims and was rlly looking forward to my order… never arrived and I received a refund like 3 months later. Disappointing

[@understitchYT]

Oh thats a shame considering they run their own logistics

[@TheReverseReverend]

Thanks to Kanye for providing the foundation and silhouettes they STILL use to this day. Without Kanye THERE IS NO SKIMS. Give that BLACK MAN his credit !!!!!!

[@understitchYT]

They do credit him, he really was the mastermind behind this whole trend in style

[@ASchetzer]

He’s a Jew-hater. Why would anyone care to be associated with a racist like him?

[@0hkjnn]

Oh yes, you know Kanye. What a wallflower. Such an underdog who never gets his due.

[@andresserna]

Homie sold me: I’m getting nord vpn

[@understitchYT]

I do genuinely use and enjoy it. I know they sponsor a lot of influencers, but I do genuinely use Nord and have for I think two years, somewhere around that

[@balenciagabuu4577]

please consider vetements

[@understitchYT]

Oh I very much am

[@misss183]

Will never forget how azealia banks that did the logo design and all (I saw the receipts on azealias page when she launched skims and lied and credited Kanye instead I was shooketh when I saw it 😂

[@understitchYT]

Very interesting, yeah, I know she wanted the team to get more credit

[@kego581]

Yeah, she’s “worldly influential” for all the wrong reasons

[@understitchYT]

Can it be wrong? Is anything like that inherently wrong or right?

[@munghilepheeane8528]

Jealousy makes people nasty. Anything to take a jibe at Kim Kardashian. Please show us your successful business and, that's doing absolutely well.

[@understitchYT]

Do you think Im taking a jab at kim in this?

[@jxstdevin1325]

@@understitchYT I haven't watched the video but the tittle suggests otherwise, Kim's skims business is actually do great. Not to mention she's also partnered with the NBA.

[@understitchYT]

@@jxstdevin1325 yeah, its fall and *rise*, not rise and fall

[@MySkinnydip]

Everyone I know has Skims!

[@understitchYT]

Do you know a lot of people?

[@Justtr317]

😂😂

[@Azulaozai._]

So Skims is the only Kardashian business that isn’t a sc@m or exaggeration?

[@understitchYT]

Id need to do more digging, but they dont often seem explicitly like a scam so much as often a cash grab

[@understitchYT]

Id need to do more digging, but they dont often seem explicitly like a scam so much as often a cash grab

[@capucnechaussonpassion14]

I don't think the girl from buzzfeed is a good example to talk about people wearing shape wear while not interested in fashion because she actually was ? Maybe not in the same type of fashion than you might think of but she liked to dress herself a lot from what i remember ? Also Doc Martens have been such a staple of alternative fashion for at least 40 years it didn't run on being utilitaire fashion at all during this time even though it has been picked by mainstream fashion more recently and maybe in the 90s at some point... But interesting video nevertheless

[@understitchYT]

I actually wasnt using Kristin to say she wasnt interested in fashion, she is, I used buzzfeed for 2 reasons 1) their audience is more widespread, its a channel everyone knew and loved so their content had to be widely appealing 2) because the way it was used in the video was very utilitarianly, which helped to visualise my point that they were turning into a staple rather than a fashionable item Same with Docs, yes, they are fashionable, lots of fashionable people wear them. But so does my dad, my grandad, that kid down the street. (At least the made in england ones) are a staple product for a lot of people, a classic

[@jdaniel908]

I believe Safely is Kris’ brand… not Kendall’s. I like your videos. 🙂

[@understitchYT]

Youre very right, yes

[@ClearSmoke100]

Women's shape wear and men's compression wear are not remotely the same. Compression clothing has real sports benefits. The shape it creates is not even a thought. It's just a byproduct of the compression.

[@understitchYT]

Its the same product used for different application

[@ClearSmoke100]

Not even close, what athletic benefits does wearing women's compression to hide body imperfections vs a sports wear brand like Nike that uses real technology to help athletes perform better. They look the same but aren't. One has a practical application the other is just fashion

[@user-lx7rn7pe8p]

It’s likely the reason I can’t confirm it is because it was Kanye West, who started at mine for her and gave her that idea

[@upsidedown584]

I really like skims better than kimono anyway. Skims just rings better IMO.

[@understitchYT]

Skims is definitely a better name. It's not great, bbut its better

[@deadbutworking]

You know what? Good for Kim.

[@understitchYT]

Yeah if any of us could do it we would

[@MandiiKayLive]

Fall?? I thought it was doing well ( wrote this before I watched)

[@understitchYT]

The title is fall and rise, because of the way it launched, its doing well now

[@MandiiKayLive]

@@understitchYT oh shoot I read wrong

[@marthagordon6407]

LUV my SKIMS ❤

[@understitchYT]

Its good shapewear

[@kendi1417]

No haters in the comments this time, huh? I can't blame them. If I was a Kim hater I'd hide too.

[@understitchYT]

People are usually quite respectful here, I appreciate that

[@TheReverseReverend]

Thanks to Kanye for providing the foundation and silhouettes they STILL use to this day. Without Kanye THERE IS NO SKIMS. Give that BLACK MAN his credit !!!!!!

[@kendi1417]

Why do you think that's a gotcha? I hope you're not black otherwise are you really that self hating enough to think a black man getting credit would bother me oy anyone else? @@TheReverseReverend