Kith has been famously stingy with its distribution, choosing almost entirely a direct-to-consumer selling model through its brick-and-mortar stores and online shop.
Previously Kith has partnered with Bergdorf Goodman and Fred Segal on select collections and now the New York-based retailer is opening the door a bit more with plans for a series of Kith Women capsules to be sold exclusively at high-end online retailer Net-A-Porter.
Given the online retailer’s reach and reputation for excellence, it’s a move that enables Kith Women to expose its brand to a global customer who budgets generously for her wardrobe. At the same time, Net-a-Porter picks up cool points from rubbing shoulders with a up-and-coming brand that has a lot of buzz and isn’t easy to obtain outside of its own doors.
The first capsule is a Kith-branded capsule with Champion featuring a crop top t-shirt ($55), sweatpants ($130), an over-sized min-dress ($120), among other items.
Indicating these two retailers are a match made in heaven, Kith dropped the collection on February 23, 2018 and almost every piece sold out within 24 hours. Given that Champion is widely available, it says something that Net-a-Porter’s customer was willing to pay a premium for a Champion item detailed with Kith branding.
The lookbook images were styled by Emily Oberg, who stepped away from her role as Kith Women’s head creative in early 2018.
Check out the Kith x Champion pieces below and stay tuned for timing on the next drop.
