Ronnie Fieg has been cautious with how he’s built Kith. He started out by collaborating with off-the-radar brands like Asics and New Balance on limited edition sneakers that he sold out of David Z, the New York City sneaker chain where he worked from at 13 as a stock boy to his late 20s as head buyer. He broke out on his own in a big way with Kith retail stores in 2011, one in Brooklyn and one in Soho that were both attached to Atrium flagships. His apparel line began with a few pairs of “Mercer” jogger pants, but he’s steadily built the collection to be a full-fledged assortment that focuses on high quality basics that are on-trend but classic. A denim bomber, for example, is lined with a Morrocan printed fabric and features a removable chest pocket, and parkas are made from Italian sheepskin. As the line has grown, so has Kith’s network of stores that sell labels like Fear of God, Off-White, and Acronym and also feature Kith Treats, an ice cream and cereal concept. The formula has been so successful that other high end retailers including Fred Segal in Los Angeles, Hirshleifers in Manhasset, New York, and Selfridges in London have adopted it and opened Kith shop-in-shops.

Fieg has built an audience that encapsulates more than sneakerheads and hypebeasts, and brands ranging from Versace to Captain Crunch to Rugrats to Coca Cola all want a piece of it.