Kylie Jenner’s KHY Brand Marks its First Venture into Physical Retail with Selfridges Collaboration

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Kylie Jenner’s KHY Brand Marks: After selling just online for five months, Kylie Jenner’s fashion business KHY has now established its first retail relationship. A major step forward for KHY as it enters the actual retail space for the first time, the company has announced a two-week partnership with Selfridges.

Thanks to this collaboration, customers shopping at Selfridges stores or on their website will have access to a handpicked assortment of KHY’s most popular items. Despite the brand’s impressive performance in e-commerce, it understands the value of having a physical presence in retail locations.

Thanks to its relationship with the Kardashian-Jenner family, KHY has attracted tremendous notice despite its recent founding in November. Given the elevated status of the brand, the early partnership with Selfridges is thus not totally surprising.


The choice to team up with KHY shows that Selfridges shares the brand’s vision of offering carefully selected collections that effortlessly combine high fashion with more casual elements across a range of categories and styles.

Guests to the two-week capsule at Selfridges can peruse an edited collection of KHY’s most popular products from Drops001,002, and 003. Not only that, but new and old sweatshirts and tees will be offered in an exclusive pink colorway.

Collaborating with Namilia of Berlin, KHY debuted their first collection, Drop 001, which featured trendy base layers and faux leather designs. Puffers and base layers were on display in Drop002, another joint venture, this one with Entire Studios of Los Angeles. Drop 003 featured a variety of tees, tanks, sweatshirts, and sweat bottoms designed by Kylie Jenner, who is known for her trendy take on casualwear.

Shoppers can peruse the KHY collection at Selfridges’ Oxford Street flagship store, on the second floor atrium, and at Manchester Exchange, Birmingham, and Manchester Trafford in the United Kingdom. Sizes XXS-3X (UK 2-38) are catered to by the special pink-toned products, which join five models from Drop 001, nine from Drop 002, and eleven from Drop 003.

Ethan Sullivan

Ethan's penchant for the pulse of the fashion world extends to covering lifestyle topics, offering readers a seamless blend of the latest style updates and lifestyle trends.

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