Kylie Jenner is starting her own clothing line called Khy. She is the youngest sister in the Kardashian-Jenner family. Jenner teased the show on Instagram on Tuesday with a picture of herself in a black leather trench coat and the words “meet khy.” This simple concept is sending shockwaves through the fashion world. The brand also shared the same leather coat on Instagram, with the words “coming soon. sign up at khy.com.” Fans and fashionistas can now sign up for early entry on the brand’s website.
A story from July in Puck’s Line Sheet says that Jens and Emma Grede are taking the lead on building the brand. The Kardashian family loves working with the Gredes. They make Khloé Kardashian’s Good American, Kim Kardashian’s Skims, and Kris Jenner’s Safely line of cleaning goods. This is Kylie Jenner’s first fashion business she started by herself since Kendall + Kylie, which she started with her older sister in 2016.
There is a lot of mystery surrounding the highly anticipated brand, but Lauren Sherman of Puck said that the line will not follow the fast-fashion road that big players like Shein have taken, but instead offer something better: “Has better looks, less junk, and was sourced responsibly,” Sherman wrote.