It's Launch Day for Kylie Jenner's New Brand Khy

OTL - On The Lookout

Will Khy be the next SKIMS?

Khy makes its debut today with a 12 piece capsule collection. The collection was created in collaboration with Kylie Jenner and the founders of Namilia. Namilia is a Germany based brand founded in 2015 by designers Nan Li and Emilia Pfohl. Their brand biography describes the brand as “reworking the common misunderstandings of femininity and masculinity, clashing strong and sensual elements to present a more modern understanding of gender expression”.

In a recent interview with WSJ Kylie shared that her brand Khy will work with different guest designers as they continue to release new collections. No further details have been shared regarding other potential designer collaborations or future launch schedules at this time.

Until price ranges were publicly released there was a lot of speculation around what the cost of the collection would look like. Most people were assuming Khy would attempt to compete in a higher price category as a luxury brand. To everyone’s surprise, the price range of the collection will range from $48 for an item such as a baby tee, up to $198 for the long trench coat. Shipping will be free on orders over $100.

Where do we stand on the pricing of Khy?

Until we are able to see the quality of the material it’s difficult to say with certainty if this price point is reasonable or not. While we wait for product reviews to surface, let’s compare the long trench being released by Khy against what we think will be some competitor options. A faux-leather trench from Zara is $129, while a similar trench from Aritzia is $298. If the quality of Khy is comparable to Zara, or Aritzia we would say the pricing is fair given that it seems to fall in the middle of the two. If Khy comes out with quality comparable to Kylie Swim, then we’d want to get a refund. Overall, if the brand has good quality pieces then we feel okay with the selected price point.

We were able to find most of the collection on the Khy website and have added it for you here. As of yesterday, she added a faux-leather leggings, a baby tee, a full length body suit, and moto gloves to the preview page.

While we don’t really have any beef with the price point right now we definitely do with the material. If we’re being completely honest, we’d rather have seen the collection released in a higher price range but with genuine leather. Again, because we value the investment in quality pieces and faux-leather (aka plastic) is just not that. Unfortunately genuine leather just isn’t realistic at this price point though. In our search for a comparable example, the least expensive genuine leather jacket we could fine was $275 but it was not a full length jacket. Almost double the $198 price tag on the Khy peice.

The collection itself has received mixed reviews so far on social media, some people suggesting the look is uninspired while others are counting down until they can hit add to cart. The overall look of the collection is not for everyone and we understand that. Isn’t that what strong brands are supposed to do though? Where would Versace be today if Gianni didn’t try to push boundaries on what was accepted as “in style”?

We love the size ranges going from XXS-4X, giving everyone the opportunity to experience the brand if they are interested. What we do think is missing is length sizing for their bottoms - as someone who is 5’2 I appreciate a brand that offers a “short” length option. I’m sure all our tall girls out there can relate too.

It’s only day one, and only time will tell if Khy will stack up against the likes of SKIMS and Good American. We personally like the overall vibe of the collection and are interested to see more from Khy. Fingers crossed the quality lives up to the hype.