Ronnie Fieg
Founder of KITH

2020 Hypes Score
Fashion , Retail


Ronnie Fieg could be in the running for the title of king of collaborations. The Kith founder has always worked his magic to create buzz for his store and brand by partnering up with iconic names in pop culture, whether it’s with a food brand, cartoon, movie, athlete or even an automaker. The year kicked off with Fieg’s homage to the movie The Godfather which consisted of hoodies and tees that referenced the popular Francis Ford Coppola film. Bugs Bunny and the Looney Tunes also found their way emblazoned on Kith clothing as an extension of the brand’s knack for entertainment franchises.

A consistent partnership, Coca-Cola was once again tapped, but this time for a footwear collab alongside Converse. Special collaborative Nike, Asics and New Balance sneakers also saw the light of day in 2020 for the New York designer’s line. However, the most impressive of Fieg’s collaborations for the year was his BMW creation — a limited-edition 2021 M4 competition coupe. “Some of my favorite memories from growing up came from going to visit my grandfather and riding around in his BMWs in the 1980s,” Fieg states about his love for BMW. “I remember he had an E21 320i and that his prized possession was a white E30 M3. These moments in my life really shaped my passion for BMW, so working on this project with them has brought everything full circle.” As well as the special edition car, Kith also released an expansive BMW apparel and accessories capsule.