“Oh, shiiit!” Ronnie Fieg blurts out, his eyes widening. Dressed in head-to-toe Kith—black pants, black hoodie, and unreleased purple Kith x Nike Maestro IIs—he’s standing in front of a full-length mirror, holding up a pair of black shorts embroidered with gold leaves and red roses. He pauses for a second, and then looks around the room.

“Fucking fire.”

It’s a few days before Kith’s Fall/Winter 2017 fashion show at Classic Car Club Manhattan, the world famous private club known for its impressive fleet of automobiles, and Fieg and his team are preparing for the presentation. “This show’s going to be bigger than the last one,” he says, sitting in a studio on a third floor of a high-rise building in Lower Manhattan. “It’s going to be the biggest moment for the brand.”

Kith has had plenty of big moments. Since debuting the first pair of the “Mercer pants” back in 2012, Fieg has opened four Kith brick-and-mortar stores (New York, Miami, Brooklyn, and Aspen) and a cereal bar called Kith Treats. Kids continue to camp outside of his stores on release days, hoping to secure one of the limited drops, which often sell out in minutes. Everyone from LeBron James to Justin Bieber is a fan. He’s collaborated with some of the top labels today (Adidas, Off-White, Fear of God, and more) and has partnered with some of the most unexpected brands, including Coca-Cola, Cap’n Crunch, Nickelodeon, Vogue, and Bergdorf Goodman—the first time that the luxury retailer has allowed its logo to appear on the outside of a garment. “It all stems from passion,” he says.

Last September, Fieg also staged Kith’s first-ever fashion show. “Kithland,” as it was dubbed, was a grand debut: 90 fall looks; performances by Fabolous, The Lox, and Mase; virtual reality components, and a 3-D tunnel with Kith branding; an on-site Kith Treats cereal bar pop-up; and a guest list that included models Bella Hadid and Jourdan Dunn, Rick Ross, and Victor Cruz, among others. “For him, it’s part runway show, part showcase, and part celebration,” says Eugene Tong, former Details editor and stylist for Kith’s shows.