Ronnie says: "Just Don has been part of Kith now for six months, and we've had a lot of success with the brand. When people want Just Don they know that Kith is now a destination for it. Don is looking to be the leader in luxury sportswear. The price point puts you on a level that will really differentiate you from the rest, plus the hats look fucking amazing. He's very selective on where he puts his product, but when I told him that I had this project in Miami, he was excited for it. He's actually going to be down there for it, and he knows that aesthetically I do things in a way which he respects and vice-versa. He knows that the brand is in good hands with me, so it wasn't a problem to get him on board."