SKIMS x Post Malone Shows Men’s Underwear Demand Can Spike

ClickZ Underwear

Here's what's happening this week in the world of underwear and intimate apparel marketing:
- Mack Weldon lays out a new retail partnership formula.
- Calvin Klein treats a flagship like media, not just a store.
- SKIMS x Post Malone shows men’s underwear demand can spike.
- Shapewear tests crown Honeylove; proof beats hype.
- SKIMS face wrap backlash flags claim and brand safety risk.

⏱️How Nécessaire Outpaced Competitors With 47% More Revenue

👉 Follow Fospha on LinkedIn for data-backed playbooks and real-world learnings from leading retail brands, so you can see exactly how the best are scaling profitably.

📌WEEKLY MUST-KNOWS

RETAIL EXPERIENCE
Calvin Klein Launches New Global Flagship Store In Tokyo

Calvin Klein’s three‑level Tokyo flagship doubles as a cultural hub with gallery/VIP space and a campaign‑driven digital facade—preceding a SoHo, NYC opening. Flagships are functioning as high‑reach media plus first‑party data engines, integrating underwear with full lifestyle assortments. This raises the experiential bar for heritage and DTC brands weighing physical retail as part of the growth mix.

INFLUENCER COMMERCE
Post Malone Gets Cheeky For New Camo‑Covered SKIMS Campaign

SKIMS expands menswear with a Post Malone‑led Realtree camo drop, adding a new heavyweight fleece and price points spanning $26–$188. The campaign’s creative and drop cadence fueled rapid sell‑through, signaling how celebrity storytelling plus tight colorways can unlock men’s underwear demand. Brands should note the content‑first launch, quick inventory turns, and clear product tiering.

PARTNERSHIPS STRATEGY
Retail Partnership Playbook: How To Choose Collaborations With Mack Weldon

eMarketer’s Reimagining Retail unpacks Mack Weldon’s criteria for partnership fit, store‑in‑store success factors, and how to evaluate impact beyond short‑term sales. For intimate-apparel brands, the bar is now audience overlap, merchandising control, and shared data standards—shaping wholesale terms, retail ops, and attribution. Expect more performance‑based collaborations with co‑owned insights and stricter KPIs.

🗣️ LEADING VOICES

⚡QUICK READS

Honeylove Tops Shapewear Tests In Yearlong Review: Glamour’s editors named Honeylove best overall after testing two dozen pieces—evidence that rigorous, transparent product testing content still drives trust, discovery, and conversion in the shapewear category.(More)

Avidlove Marks 10 Years With “Decade Of Love” Collection: The DTC lingerie brand leans into inclusive sizing and versatile styling to position intimacy as empowerment—useful creative territory for lifecycle messaging beyond occasionwear.(More)

Skims Face Wrap Sparks Backlash Over Efficacy Claims: Amid viral buzz, medical critiques highlight brand‑safety risk when functional claims outpace evidence—pressure is rising to align product messaging with substantiation to avoid whiplash.(More)

ClickZ is a ClickZ Media publication in the DTC eCommerce division