Kylie Jenner launches first collection under KHY brand refresh

Kylie Jenner on Tuesday unveiled her debut collection after the refresh of her signature fashion brand, KHY, a reflection of the U.S. entrepreneur’s evolving style.

Dubbed “Born in LA”, KHY’s latest drop features “well-crafted” staples including enzyme-washed, screen-printed graphic tees; 100% cotton fleece zip-up hoodies, oversized crewnecks, miniskirts, and long shorts; vintage belts, which have been reconstructed and hand-studded locally, as well as 100% American cone denim, and a selection of light cotton Tees, tanks, and long sleeves, for both men and women.

Prices range between $70 and $490 and come available in sizes ranging from XXS to 4X. 

The rebrand is the start of a strategic evolution at KHY, as it looks to shift from a collaboration-led brand to a fully fledged fashion label producing curated seasonal drops.

The brand’s shakeup also involves a new website, as well as a refreshed social media presence – all part of its new creative direction, according to the Los Angeles-based brand.

“With this next chapter of KHY, we’re prioritizing intentional design that reflects what our audience really wants for their wardrobe,” said Jenner, founder and creative director of KHY.

“I wanted our assortment to feel really curated, with pieces that you come back to over and over again. KHY is about empowering you to embrace every side of your style, and I’m so excited to introduce these new collections that are truly special.” 

Jenner first launched KHY on November 1, 2023. The brand initially focused on collaborative, trend-based, and accessible fashion drops, and debuted with a collection designed alongside Namilia.