“There were lines there before and then they got blurred. Now, there are none at all.”

-Ronnie Fieg, KITH founder


KITH made its NYFW debut during Spring/Summer 2017 with Kithland, an innovative, multi-faceted “fashion experience” – the kind of disruptive event never done before by anyone, let alone a fashion retailer.

Staged at Samsung 837 and produced by INSTITUTE, the show presented their upcoming collection, breaking boundaries of what has been commonly seen by retailers fake rolex before and further uniting the worlds of streetwear, footwear, fashion and tech.

Kithland’s debut also marked another first for the retail industry as it launched the opening of Kith’s first ever store in store window at Bergdorf Goodman, that included the release of select fake rolex watches collaboration pieces between the two stores.

MATTE was tapped to capture content surrounding the show – shooting first looks and filming the event with a 24 hour turnaround.

“The great thing about Ronnie and his brand is that he has such a strong foundation for the story he’s trying to tell… He kept saying: ‘Don’t call it a fashion show. It’s going to be a fashion experience.”

Nate Brown of INSTITUTE,
interviewed in the Business of Fashion