Skims Bets on Post Malone to Break the Mold in Menswear Marketing

Quick listen: How Skims is scaling menswear with Post Malone — in under 2 minutes.

Skims is betting big on menswear, and it just brought in Post Malone to prove the point.

The rapper and singer headlines the brand’s latest campaign showcasing zip-up hoodies, fleece joggers, underwear, and T-shirts.

Photographed by Theo Wenner against the rugged backdrop of Utah, Malone models Skims’ "Heavyweight Fleece" fabrication, which is a material debuting for the first time in the line.

“I’m all about comfort and feeling good in what I wear,” Malone said in the campaign release.

The drop includes a limited-edition camo series, extending Skims’ men’s silhouettes with underwear, fleece separates, and relaxed lounge pieces.

“These pieces are fun, the camo especially stands out to me. I’ve always been into camo," Malone adds.

The launch follows the company’s October 2023 menswear debut, when the line was introduced alongside football star Neymar Jr.

Since then, names like Donovan Mitchell and Usher have been tapped to headline campaigns, extending Skims’ reach into sports, music, and pop culture through celebrity marketing.

Skims Co-founder and CEO Jens Grede previously explained why Skims waited years before entering menswear.

“We didn’t want to launch a new category until we believed we had a truly disruptive product,” he said at the point of launch.

“It is our best-kept secret that currently almost 10 percent of our customers are men.”

Malone Takes the Spotlight

In the campaign's assets, Malone appears in both stripped-down shots highlighting his tattooed body against the camo pieces and styled looks layering the fleece line.

The contrast emphasizes both individuality and utility, showing the brand’s aim to serve everyday wear as much as statement fashion.

The creative also underscores Skims’ brand marketing strategy of pairing celebrities with its products made for everyday wear.

The "Circles" singer, known for genre-bending music and a laid-back style, makes the campaign feel authentic rather than pure runway aesthetics.

Beyond the photo and video efforts, the collection will be distributed through Skims’ digital channels, retail stores, and online platforms, supported by editorial content spotlighting the brand’s menswear expansion.

Our Take: Can Skims Redefine Menswear Basics?

It's clear now more than ever that Skims is treating menswear not as an afterthought but as a pillar.

The use of Post Malone makes sense: he’s unconventional, relatable, and stylistically distinct.

This makes him the perfect star to show how Skims isn’t chasing the typical male fashion consumer.

Through this campaign, the brand carves out its own lane by emphasizing comfort and personality rather than performance alone. 

It's a risky but smart strategy, and it’s paying off as more men take notice of Skims.

In other news, Oakley recently tapped Stept Studios for a campaign that takes its innovations to space.