Kith celebrates 10 years of activity this season. Founder Ronnie Fieg marks anniversary with 300-page book in collaboration with Jim Moore titled KXTH, which relates all the projects of the Kith universe, from BMW to Cap’n Crunch. It reads less like the emotional story of building a brand, regardless of Fieg’s passion for each product, and more like a cross between an encyclopedia and a catalog. Other brands might see it as a roadmap to massive success; this year, Kith moved its 120 employees to a 60,000 square foot office in Brooklyn and, once again, is making record profits.
Perhaps the collection that marks Kith’s 10th anniversary comes as a surprise. The brand that takes care of the hype, pop and collaborations is doing something much more humble for fall 2021. Of course, there’s a big partnership with the New York Yankees and New York Mets. : Teams loaned their logos to adorn suits, jackets and Clark’s shoes. But beyond that, what Fieg and his team have developed is mostly in a neutral palette of humble and easygoing silhouettes. “We feel more determined in what we’re doing,” Fieg said on a video call. Her favorite piece is a sheepskin patchwork coat, with no obvious logo or branding. Coach jackets and straight pants are Kith’s version of a costume – another hype-free style that could attract a new client to Kith’s Soho megastore.
When Fieg founded Kith, he was 28; now he’s ten years older and dressing for a more adult life. Kids will always line up for Kith’s animated drops, but Fieg is smart to evolve his collection into something for the Kith man too.