Meet the Young Brand New Yorkers Are Obsessed With



Although streetwear has reached buzzy new heights in fashion with the rise of brands like Vetements and Public School, it’s been a cornerstone of New York’s sartorial scene for ages. There are a slew of cult-favorite brands like Supreme dominating the scene right now, but one—Kith—has been making a particularly big splash of late.

Founded by Ronnie Fieg, a Queens native who started out as a stock boy for the local shoe store David Z., the brand is known for its sleek and edgy basics: label-emblazoned tees, tailored anoraks, versatile track pants, etc. Every item in both its women’s and men’s collections is easy to dress up or down, offering the perfect wardrobe for city dwellers hoping to move seamlessly between work and play.

And with stores in Brooklyn and Manhattan designed by Snarkitecture—the design collaborative beloved by cool kids everywhere—the label is selling a lifestyle too, one that’s sophisticated but accessible, a factor that’s crucial to Fieg. “A big part of our market is having an influence on the kids,” he told Business of Fashion last year, expanding on his desire to make Kith stores not just shopping experiences, but places where people want to hang out (regardless of whether they’re buying something).

It’s Fieg’s own ascent from humbler origins that informs this mentality, one that’s also resulted in lower-priced offerings like Kith-branded socks, toothpicks, and chocolate bars. “Some kids can’t afford to buy an article of clothing every other week or every month,” Fieg knows, noting that these affordable products, along with the recent addition of a cereal bar (yes, really) to his Brooklyn flagship, allow them to at least “leave with a taste.” Now that’s a business plan we can get behind.