Kith is celebrating the launch of its Spring 2024 collection with a new campaign starring Dipset’s very own Cam’ron and the release of the first-ever Kith Records single.
Executive produced by Kith founder Ronnie Fieg, the Kith Records single is titled “Last Stop” and features Cam rapping over production by Swizz Beatz. The song is available on all streaming platforms and released alongside a music video featuring Cam’ron rocking a variety of looks from Kith Spring 2024. The video and campaign was shot inside an NYC subway car covered in floral arrangements by Venus et Fleur, whom Kith recently collaborated with on an assortment of custom roses as part of the brand’s Monday Program ahead of Valentine’s Day.
“People have often asked what the failures have been throughout the growth of the brand/company,” says Ronnie Fieg. “The biggest try and fail scenarios have been with Kith Records. I tried twice and spent a lot of time, energy and money but was burnt by the industry’s challenges and the fact that I was a newcomer to the music business. I have helped produce three records and the first two have never been heard because of publishing/clearance, streaming challenges, and other issues that really helped teach me a lesson in keeping the main thing, the main thing.”
“Fast forward to this season’s project this time around.. I wanted to give my passion in music another shot. The idea was to work with an artist to create a track that could live as a soundtrack to Spring but more importantly to direct a video that can showcase the artist and the product at the same time. Growing up in the 90’s, music videos were the number 1 source of inspiration for style and I always felt it was the greatest bridge of emotion to product. This was going to be the third try and it was worth fighting for.”
Cam’ron’s colorful fashion sense makes him a perfect fit for Kith’s Spring 2024 campaign. The pink and red hues found throughout the collection bring to mind the iconic pink fur jacket the rapper wore in 2002. The Kith palette this season also features an array of muted pastel hues ground in Kith Foundational colors like Black, Navy, Olive, and Royal. Standout pieces in the collection include a Suede Combo Micah Coat, Puffed Suede Jaysen Hoodie, Puffed Jase Denim Jacket, and Raw Hem Denim Apollo Shirt.
Kith Spring 2024 Delivery I releases Friday, February 8th at 11am EST via Kith stores, the Kith website, and the Kith app. Check out the “Last Stop” video and campaign imagery below.
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