Kith: What the Sneaker temple looks like
King of Co-Branding, Kith, this ultra-select New York label opens a concept store a stone's throw from the Champs-Élysées.VIP diving in the temple of the sneaker.
Four letters, kith. This is the standard that the queen brand of New York street culture has planted rue Pierre-Charron, not far from the fields, for the inauguration of its first shop in Europe. A masterful landing in the old building of Pershing Hall, former HQ of the American expeditionary force in France a time transformed into a luxury hotel. Upon entering, raise your head to admire the ceiling of trompe-l'oeil sneakers forming an immaculate white milky lane. Kith is a destination: the temple of the unprecedented sneaker (largest selection of Europe) which makes rappers, football stars and teenagers riveted on Insta. Everyone obviously has in mind the Parisian concept store Colette, closed in 2017 and never replaced, even too stylish public, same co-branding marketing recipe. In any other place we meet so many rappers in a single day. A yo by entering Youv Dee, high-manted Louis Vuitton, Chrome Hearts pants and Pikachu backpack in the back in the back, the Nike Air Force 1 kith with a blue-white-red comma already on the feet. And, at the time of departure, a check in Gazo in Total-Look LV, also came as a friend. At the time of galloping e-commerce, we shop online kith but we move there to live this famous experience. Kith is a logo with formidable marketing virality, affixed by its founder Ronnie Fieg on all cool brands, from Coca-Cola to BMW. The brand, an incarnation of the Instagram era, works like a media. It distributes the most hype products in exchange for a right of distribution: the logo inscribed on the label of the brands with which it is associated. Inside, there are Stan Smiths with Kith, Clarks with Kith, Calvin Klein with Kith underwear, an unprecedented co-branding for the brands brand. But, beware, will not be king of the street that wants. Covid and cult of rarity oblige, customers must register before the site and come to dedicated slots. Under cover of turning the wheel of fortune, it is a way to regulate the flows, on a model not far from that of the Supreme brand, and to prevent cohorts of kids addicts from sneakers to rob the shelves Resale ends, one of the favorite sports of the Millennials of the beautiful districts.
To understand the Kith galaxy, you have to peel the ice map on the counter on the ground floor. Each bears the name of a personality. A real boot of street culture and US rap, from rapper Action Bronson to the Californian model Karrueche Tran via the basketball player LeBron James. Are you rather praline or speculoos? Virgil Abloh imagined his flat white formula based on cinnamon and caramel, and Sarah Andelman, Colette, injected crescent and Chamallow flavors. Everything was thought of to be an instagramable, starting with this huge vegetable wall which frames a logo in XXL letters: Sadelle's, the ultimate in New York brunch, installed its first Parisian restaurant there. For the rest, the ready-to-wear selection man and woman favors the relaxed marks of the moment (Stone Island, Ambush, Junya Watanabe ...), in addition to the sweatshirts and t-shirts clapped with the Kith logo. Here, elected officials offer a whole cool lifestyle, and can also leave with the sofa and the armchairs of the lounge area to chill. The chimney chinned with Saint-Ouen fleas is well sealed. It will be one of the fixed elements of the decor.
@Courtesy kith
@Courtesy kith
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