Jens Grede, co-founder and chief executive of Kim Kardashian’s new underwear label Skims says he finds inspiration in the creation story behind Nike’s Air Jordans. The cross-generational line of basketball shoes started in the 80s remains a part of global culture, and Grede says he aims to do the same with the celebrity influencer and her new brand. 

He joins this week’s In the City with host David Merritt and reporter Katie Linsell to discuss the brand’s identity and expansion plans. Next year, Skims will open stores in New York and Los Angeles. But it also has an aggressive, global expansion plan that starts in the UK. Grede says London is “the best way to market to the rest of the world: It’s the natural entry point for an American consumer brand before it expands into Europe or the Middle East.”