Before there was SKIMS and Good American, the Kardashians endorsed a few of the hottest fashion brands in the Y2K era, including a few of their "baby" companies. This began their fame, and their E! Network show, Keeping Up With The Kardashians, became an instant success. Soon, the entire world became obsessed with Kim, Kourtney, Khloé, Rob, Kendall Jenner, Kylie Jenner, and their equally famous mom/momager, Kris.
Let's go down the Y2K Road and revisit the fashion trends of the day with the Kardashians.
The Kardashians' Y2K fashion brand trends
2006-2018: Dash Boutique
Kardashian fans will recognize this early KUWTK location: the DASH Boutique in Calabasas. The Kardashian sisters founded the high-end shop that offered high-end clothing and accessories in 2006. Due to its immense popularity, DASH opened two more US locations in NYC. A two-season spin-off series, Dash Dolls, chronicled the shops' employees and their experiences working at the famous boutiques.
After twelve years of operation, the sisters mutually agreed to close up their business in 2018. The reason behind closing this life chapter was new business ventures and motherhood.
2008: Bongo Jeans
In 2008, Kim and her two youngest sisters, Kendall and Kylie, endorsed the jeans brand Bongo Jeans. The collection included hand-selected pieces by Kim and was targeted at the younger consumers. Shoppers can pick up their desired item at the retailer Sears at an affordable price, channeling their inner Kim, Kendall, or Kylie.
Nowadays, Bongo is pretty much defunct and your only hopes of grabbing something from Kim's colloboration is through eBay or the reseller, Poshmark.
2011-2015: The Kardashian Kollection at Sears
If you have ever shopped at Sears from 2011 through 2015, chances are you've come across the Kardashian Kollection display in the women's department. The sisters designed all of the collection's fashions, which ranged from tops, dresses, jeans, shoes, pants, loungewear, jewelry, and even home goods, and were set at mid-range price points. For marketing, many of the clothes sold in Sears were worn by Kim, Kourtney, and Khloé and immensely helped the profits. We're talking in the millions here, but what can I say? The Kardashians know how to market and sell a product.
And fans wanted tio be part of their elusive world, and all they had to do was step inside of a Sears.
In 2015, Sears and the Kardashian mutually parted ways, resulting in the Kollection being discounted and finally, discontinued. While it's normal for retailers to pull lines off their shelves, this one had some scandal behind it. Consumers were complaining that the products were constructed from shoddy and low-quality material, and the pieces didn't survive very long after a few wash cycles. Which is pretty bad, considering I count my clothes shopping as investments, no matter the price, and want more for my cash. I am not blaming the family, because nearly all fast fashion is made from poor material, so this might be the case.
The real downer, though, is the overseas sweatshop factory situation where the clothes are made. Workers earned no more than $1, and the factories' conditions were deplorable. TMZ at the time prompted an investigation into the alleged matters. According to the article, Kris denied the working conditions.
2009: Sketchers Shape-Ups
Kim became the spokeswoman In 2009 for the Sketchers line Shape-Ups. The shoes were designed to target core leg muscles, stabilize ankles, and even tone those pesty areas that never do. I'll come clean. I owned a pair of these (in aqua and black) not because of Kim but because Sketchers is my favorite brand as they offer women's size 4B and fun aesthetics. My experience with Shape-Ups was joyous. The shoes DO work, but you must invest some workout time to get the results. Within two months of having them, my legs felt stronger without the bulk.
To introduce their innovative new product, Sketchers injected a commercial starring Kim dressed in all black with a splash of pink from her Shape-Ups during Super Bowl XLV. In the 30-second clip, the reality personality has a sexy session with her trainer, only to break his heart with her Shape-Ups.
"It's not someone else, it's something else," Kim teases seductively in the commercial. "Bye-bye trainer. Hello Shape-Ups."
As mentioned, the Kardashians know how to market and grab a profit. The shoes banked in just over $400 million in 2009. Despite this, Shape-Ups faced a $40 million lawsuit due to their false claims but settled with the Federal Trade Commission in 2011.
Kim Kardashian loves her shoes, so when she help found Shoedazzle-the monthly VIP subscription service, it was a perfect fit. Women can get a pair of their selected shoes each month at the price of $39.95. This was when it was first launched in 2009, and since has increased to $49. The company expanded to market clothing, accessories, and handbags, thanks to its dedicated shoppers.
Shoedazzle was brought by Techstyle Fashion Group in 2013, which additionally owns the leisurewear and workout apparel company Fabletics and Shoedazzle's former competitor, JustFab. Since its acquisition, Kim has parted ways and is currently concentrating on her own fashion and skincare companies, SKIMS and SKKN.