In a nutshell
A dedicated womenswear store in a walnut and pink corner plot, extending 'Kith village' (Lafayette, Bleecker, now Broadway), and adding flower shop and cafe.
In their words
“Today, you really need to put your best foot forward into what the experience is before you even start thinking about the money or the business portion of it. If you build the right space where people wanna come and hang out, the business will come with that". Ronnie Fieg, Founder of Kith.
Visit Field notes
Part of the brand's push to make womenswear an equal menswear sales, this is their first dedicated womenswear store. The aim is for a "place to spend the day" and so the cafe and florist both open a few hours before the store, emphasising that they are a core part of the offer and not just a 'store-hours feature'. As a result the cafe is generously sized with a grand bar, while the florist is very well stocked and purposeful.
The store shows the brand's growing focus on women and their spend. While initial ranges from the brand were 'sport/athleisure for women', this is now just one part of the range rather than its sum. Adding in more tailored, fitted and - yes, that word - "timeless" styles has required a shift in the styling to a more sophisticated fit-out. Gone are the shiny metal and space-age-street design cues, to be replaced by a pink and walnut wood decor, more "mesa" than LES.
The designer is also responsible for the Williamsburg flagship.
This store marks a return to Broadway since it's the same location as their first store in 2011, before they moved to Lafayette.
Other Reading
Vogue's review of the store and the womenswear range: https://www.voguebusiness.com/story/fashion/the-kith-woman-will-come-alive-in-new-soho-flagship
Architectural and design notes from Dezeen: https://www.dezeen.com/2024/02/17/kith-women-flagship-soho-new-york/
The store page: https://kith.com/blogs/kith/kith-women-flagship
More about the designer, store approach and collection: https://fashionunited.uk/news/fashion/kith-women-names-creative-director-and-opens-new-york-flagship/2023121273078
LAST VISITED
20/11/2024
Added
2023
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