Why SKIMS Collaborated With Community Goods
March 29, 2026
A co-branded caramel latte is not a product launch, capsule collection or a category expansion. It's a few days at the SKIMS Sunset flagship and the Community Goods Edinburgh location, dropped to mark one year of the LA store.
And Yet, the choice to partner with Community Goods Specifically, over any other cafe, wellness brand, or cultural institution in Los ANgeles, says more about SKIMS’s brand trajectory than any of its other collabs in 2025.
SKIMS launched in 2019 with a clear identity. Inclusive, body first and functional. The product line offered nude tones in 9+ shades, sizing from XXS to 5X, a design philosophy that treated fit as a form.
It was a correction to an industry that had spent decades ignoring most of the bodies buying its products. The brand philosophy and kim being both the founder and face is what made SKIMS credible, and what drove it from zero to $4 billion valuation in four years.
SKIMS in 2025 is a different operation. A $255 million funding round led by Goldman Sachs pushed the valuation to $5 billion as the brand approached $1 billion in annual net sales. The company announced plans to open 16 new US stores in 2025 alone, bringing its domestic footprint to 22 locations. NikeSKIMS launched as a full joint brand targeting the women’s activewear market. Beauty and fragrance are incoming. SKIMS acquired Kim Kardashian’s SKKN skincare line from Coty in March 2025, consolidating beauty rights under the SKIMS umbrella. THe CEO has been explicit about his ambitions to build the world’s biggest brand. With Nike and Apple as the reference points for global store presence.
This is no longer a shapewear company. It's a lifestyle brand in active construction.
Since opening its Beverly Grove location in 2023, Community Goods has become one of the most culturally loaded spaces in LA.
The scene reads like a wellness ad. People with brand deals, models, and someone in an Erewhon sweater talking about adaptogens. Its minimalist design and square logo have made it a fixture on Instagram and TIkTok. It's a brand that doesn't need to explain itself.
SKIMS didn’t partner with Community Goods to sell coffee. It partnered with Community Goods to exist inside a specific culture. LA, wellness, body consciousness, the intersection of aesthetics and health that defines the brand’s core demographic.
The Community Goods Customer and the SKIMS customer are the same person. The SKIMS LA flagship was designed to feel serene. Collaborating with a cafe that carries that same energy is alignment
This is how lifestyle brands get built. Ralph Lauren understood decades ago that the most valuable real estate wasn’t a store. It was cafes, restaurants, and polo matches. Those spaces became retention mechanisms that no campaign could replace. Skims is at an earlier stage, but its 2025 collaboration are a clear map of the brand it wants to become.
Nike= athletic credibility and global outreach
Vanessa Beecroft= cultural and artistic legitimacy
Community Goods= Wellness culture and aspirational LA life
In that context, a caramel latte fits the brand very comfortably
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