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Kith Turns Food Into Fashion
Courtesy of Kith
Kith founder Ronnie Fieg is expanding his fashion empire into a foodie destination.
Why It Hits: Food is becoming a staple at luxury fashion stores, with Gucci, Ralph Lauren, and Louis Vuitton all getting in on the action. Kith appears to be one of the first major streetwear brands to join the fray, underscoring how food is becoming an increasingly important form of creative expression beyond the culinary world.
Between The Bread: According to THR, Kith already operates roughly two dozen stores that have long served ice cream and cereal — but Fieg is now looking to expand his customers’ palates.
Fieg opened a diner called “Ronnie’s” next to his London flagship store, serving dishes like matzoh ball soup, chicken brodo, and cheesecake.
He’s now launching “Ronnie Pronto” out of the back of his West Hollywood boutique, focused on elevated takes on classic New York sandwiches.
The menu features items like Australian wagyu pastrami on a Kaiser roll, grilled cheese on waffled Japanese milk bread, and a breaded chicken cutlet with piccata mustard relish on a hero roll.
Fieg plans to roll out more Prontos at his stores around the world and may eventually spin the concept off from the brand entirely.
Last Bite: More and more creative talent is discovering that they no longer need to stay in their lane — when artistic expression expands across mediums, audiences tend to follow. Fieg has embraced that idea to the fullest, designing cars for BMW, boats for Cigarette Racing, and even a padel club in Manhattan. The designer told THR that he’s “world-building,” essentially looking for ways for his creativity to intersect with people’s everyday lives.
And a great sandwich may be one of the few things that can reach more people than a nice shirt.
Next Order: Don’t be surprised if we soon start to see chef collabs from fashion-owned eateries. The food scenes in New York and LA are about to get very interesting.
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Today’s email was written by David Vendrell.
Edited by Nick Comney. Polled and Copy-edited by Kait Cunniff.
Published by Darline Salazar.