KHY is a global fashion brand founded by Kylie Jenner, headquartered in the United States. Launched in 2023, it aims to blend high fashion with everyday style, offering curated collections through collaborations with various designers. The brand primarily targets a female audience and operates as an online-first, direct-to-consumer model with social media-friendly drops. KHY's pricing positions it in the accessible contemporary market, with most items falling under $200, though some outerwear pieces reach higher price points. Its product range is balanced, encompassing dresses, tops, bottoms, and outerwear, reflecting a versatile wardrobe. The brand's aesthetic is influenced by Kylie Jenner's personal style, blending modern minimalism with elevated streetwear and bodycon glamour.
