Kylie Jenner Relaunches Khy With New Design Direction and LA-Made Denim
Kylie Jenner is giving her fashion label Khy a major overhaul. Launched in late 2023 on a collaboration model, the brand is now stepping into a new era with a refined identity, a redesigned website, and a fresh collection that dropped on April 28. After working with designers like Namilia and Dilara Findikoglu, Jenner spent over a year redefining what Khy truly stands for.
A Clearer Brand Identity
The turning point came when Jenner asked herself what a Khy store would look like — and drew a blank. That prompted a full creative reset with a new team. The refreshed brand draws heavily from 1990s street style, featuring baby tees, baggy jeans, utility jackets, and lightweight sweats. Jenner wants the label to feel “permanent versus trend-based,” building a consistent visual language across every drop.
Made in LA, Built to Last
A significant shift in the relaunch is Khy’s commitment to local production. The majority of its denim is now manufactured in Los Angeles, something Jenner says she is “super proud of.” Pricing has also moved upmarket, ranging from $70 to $470, reflecting a push toward quality over volume. Handpicked vintage belts from LA stores, each uniquely embellished, signal the brand’s new artisanal edge.
Fit inclusivity is another priority, with samples tested across diverse body types. Jenner remains deeply hands-on, visiting the team every Wednesday. Looking ahead, she envisions physical Khy stores and a brand that delivers timeless wardrobe staples to custome