New York Fashion Week 2016 saw homage’s paid to Limewire, AOL and the Power Rangers, a far cry from abstract and at times, alienating world of high fashion. ‘Kithland’ had arrived, unleashing it’s awareness for the ’90s kid’ zeitgeist onto the fashion world.
Since 2011, buyer turned designer / entrepreneur Ronnie Fieg , has built an empire that is slowly changing the way we look at both streetwear and high fashion. Evolving from a sneaker store to brand, on almost every cultural radar, Kith exists in a world fixated on hype, collaboration and re-sharability.
The brand has become an undeniable creative, collaborating with sneaker brands like Asics, New Balance, Adidas, and even launching Nike branded pop-store in the middle of New York.
Their latest collab, a Summer 17 capsule emblazoned with classic Coca-Cola branding.
Coca Cola, however, do not exist within this realm. Highly connected, socially aware and fashionable millennials aren’t exactly reaching towards bottles of Coke like teenagers in the 1950s. Much like Coke, KITH is founded on the idea of a truly unique consumer experience – an identity that can transcend all facets of pop culture. In 2017, Coke is relying on the power of a brand who have a deep understanding of their audience to re-shape the way they’re percieved. Coca-Cola is now cool by KITH association.
Inspired by the ‘perfect American summer’, the entire look-book for the brand’s collaboration was released on Monday, featuring an entire range of everything from hats, T-shirts, sweatshirts, denim pool slides and a Converse Chuck Taylor All Star 1970.
The collection could be seen as a total exercise in timeless branding, cashing in on this generation’s obsession with nostalgia, however there are multiple dynamics interplaying here.
Coke need to be associated with a brand like KITH – with growing consumer dissent and a few flopped ranges (ahem, Coke Zero Sugar). Attaching their name onto a brand like KITH is a direct appeal to switched-on youth, not to mention, the overwhelming degree of free press associated with such a stunt, from every culture, street style and sneaker publication about (i.e. Hypebeast and Highsnobiety).
Will this hurt KITH’s brand? KITH are a distinct authority in the world of street fashion and have legions of fans. Is their fanbase strong enough to devour every capsule they create, no matter how seemingly tacky this collaboration could come off as? Many of the campaigns pieces are already sold out – proof of Fieg’s current unstoppable power and influence.
Kith x Coca-Cola from KITH on Vimeo.
Only time will tell how this move will impact KITH – in the end Coca-Cola have been an empire for almost 131 years, KITH have existed for 6. Maybe wisdom is how Coke have won this game.
