Before establishing his footwear and apparel empire, Ronnie Fieg’s first foray into entrepreneurship was with something far more palatable. Because his parents didn’t allow him to eat sugary cereals at home, he would sell the school lunch they would pack for him each morning and use the money to buy himself his favorite cereals, turning his profits into a daily indulgence. Since then, he dreamed of opening New York’s first dedicated cereal bar. He held onto, developed, and refined the concept for twenty years. In 2015, Kith Treats was born. The childhood obsession evolved into an extension of his progressive retail concept, with Treats bars located inside all Kith flagships. At Kith Treats, customers are invited to customize their own cereal creation, embodying each store’s environment of creativity in confection form.