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Queens, New York circa 1996 serves as the muse for our latest release, titled Love Thy City. Creative Director Ronnie Fieg seeks to instill a sense of hometown pride throughout the collection, in hopes that it will inspire others to feel similar about their upbringing/origins. This juxtaposition is exhibited through graphics that represent both Queens and the world as a whole simultaneously. Silhouettes that were prevalent in 1990's New York City are reinterpreted through a modern lens, such as denim jackets, hooded coach's jackets, pullover sweatshirts, and more. An underlying varsity theme also furthers the notion of representing your background.
The lookbook is shot at Fieg’s alma mater Cardozo High School and is modeled by players from the school’s varsity basketball team as well as their Coach Ron Naclerio, the winningest public school coach in New York State history. This was done to inject true authenticity into not only the apparel, but also the visuals of this collection.
Love Thy City is set to launch in tandem with the opening of our all-new pop-up experience at Maxfield LA on March 4th. Love Thy City will also be available at Kith flagship stores and Kith.com at 11AM EST.
Ronnie Fieg discussed his inspirations and intentions for this collection Hypebeast. Check out the full interview here.
Photography: Nolan Persons