5 things you need to know about Kith

Kith is both a much-hyped streetwear label and a store. It started life in 2011 as a hub for men’s sneakers, adding clothing a year later then womenswear in 2015 – the SS18 collection had its big unveiling at New York Fashion Week. Kith has three standalone stores in New York and one in Brooklyn, stocked with its own label as well as others like Off-White and Chanel.

Sneaker obsessive Ronnie Fieg started working in his cousin’s store, David Z, as a teenager, furnishing everyone from Jay Z to Missy Elliott with box-fresh footwear. He’s a self-confessed workaholic with an incredible instinct for knowing what you’ll want to wear (see below) and a breakfast cereal enthusiast – the Kith label includes a clutch of cereal bars called Treat, where you can order souped-up versions of your favorites.

Queues outside Kith stores are a regular fixture. Partly that’s down to how Kith operates – it takes a streetwear rather than high-fashion approach to its offering, releasing weekly drops instead of four seasonal collections. Then there are the limited-edition collaborations with everyone from Off-White and Nike to Coca Cola and Moncler.

This week, the label’s collaboration with American sports brand Champion launches on NET-A-PORTER, a first for a label that has so far only been available through its own stores. So get ready to add track pants, T-shirts and cropped sweatshirts to your wish list.

This is just the first of five planned drops. The rest – themed around pastels, military, racing, basics and tracksuits, respectively – will drop regularly throughout 2018. But act fast, because you’ll only get one shot.