Kylie Jenner is overhauling her fashion label Khy with a new business model, design language, and website, shifting from collaborations to a more permanent, cohesive style. The refreshed collection, inspired by 1990s street style, launches on April 28. Jenner emphasized producing higher-quality items mostly in Los Angeles.
Kylie Jenner launched Khy in late 2023 on a model of limited-edition collaborations with designers like Namilia and Entire Studios. However, she struggled to envision a consistent brand image for a potential physical store. “The starting point was, what is Khy in a physical place? And there was nothing that came to the top of my head,” Jenner said in an exclusive interview with Vogue Business, conducted via Zoom weeks before the relaunch. This realization prompted a year-long refresh with a new creative team to define Khy's colors, silhouettes, and identity. Jenner aims for pieces that feel timeless rather than trend-driven, drawing from her evolving personal style. “I want Khy to feel permanent versus trend-based. I want to really define who we are,” she added. The debut refreshed drop features baby tees in pastel hues, baggy jeans, utility jackets, lightweight sweats, and denim co-ords, with '90s street style influences in oversized fits and cargo pieces. Denim production has shifted largely to Los Angeles, aligning with the brand's “Born in LA” message, while embellished belts are hand-customized from local vintage sources. Prices now range from $70 to $470, up from under $200 initially, to reflect elevated quality and fewer stock-keeping units. Jenner remains hands-on, attending meetings weekly and consulting best friend Anastasia Karanikolaou for fit feedback, testing on diverse body types. The relaunch coincides with a new website, logo, and cinematic campaign photography. Khy, incubated with Jens and Emma Grede, generated $1 million in its first hour post-launch; Jenner now holds full leadership control.