Under the meticulous direction of Ronnie Fieg, New York City-based brand KITH has soared to incredible heights in just 4 years of business. In 2013, Fieg and co. released a footwear/apparel collection entitled the “East Coast Project,” which opened the floodgates for mass awareness of the brand’s unique aesthetic. This project saw KITH open a pop-up shop in Miami, FL packed with clothing and accessories developed through various collaborations with other brands. Since then, KITH has evolved into a full-fledged apparel brand, constantly introducing new house-branded silhouettes. With a plan to extend their brand name across the country, KITH introduces their latest venture, a sequel to 2013’s “East Coast Project,” aptly named – the “West Coast Project.”

The “West Coast Project” shows KITH’s evolution not only as a brand, but also as a retail space. The collection is comprised of original KITH apparel, as well as collaborative efforts with California-based brands Stampd and Stance. Two Ronnie Fieg-designed Asics bolster the collection, as he reintroduces the Gel Sight silhouette for the first time in 23 years. Two themes divide the collection – Atlantic and Pacific – as each body of water represents KITH’s New York roots and their new host-city.

On February 20, Fieg released this assortment of limited product through a custom-built conceptual pop-up shop located on Abbot Kinney Blvd in Venice, CA. “California is one of my favorite places. It’s teeming with culture, and a key city for fashion,” says Fieg. “There had been a growing demand for our presence on the West Coast, and I wanted to make sure we delivered a one of a kind experience when we finally made the move,” he further explained. The shop is built to mimic an abstract wave structure, as an embodiment of the Atlantic/Pacific-motif. The floor is broken into the two main colors of the project – Navy and Carolina Blue – which are mirrored by numerous reflective panels located on the wave structure. Moving through the store, each space is a new wave in which customers become submerged in original product.

This week, KITH brings the collection back home, as they are set to release the “West Coast Project” once more at their New York locations. Their SoHo flagship store was revamped for the presentation, as new installments exhibit each piece thoroughly. A visual breakdown of each garment is detailed on a set of staircases, while the main entryway is lined with glass-cased mannequins each wearing a different ensemble from the collection. “From the footwear, to the clothing, to the overall customer experience, WCP represents the difference between when we released ECP and now,” commented Fieg.

KITH’s “West Coast Project” along with the Ronnie Fieg x Asics Gel Sight “Atlantic” & “Pacific” are available now at KITH’s Manhattan and Brooklyn locations, as well as online at KithNYC.com.