A BTS Look at Kith x Coca-Cola’s Honolulu Launch
Freshly developed film from Hawaii.
It never ceases to amaze us how Ronnie Fieg is able to churn out one impressive Kith collaboration after another. The brand’s fourth Coca-Cola collaboration, launching tomorrow, is a prime example. We’ve been given sneak peeks of the collection over the past week by way of Instagram (admit it, you’ve been stalking it too), via Fieg and his usual crew of friends’ accounts while they drank pineapple smoothies in Honolulu, Hawaii. The extravagant trip was to get everyone acquainted with the new Kith x Coca-Cola product and to test it out in its intended environment.
“Our Coke collections are always designed for summer, so we wanted to continue that product story through swimwear and surf, but with a new lens,” Fieg says. “Going off the continent to a very tropical destination felt cohesive yet different enough to offer our audience something new.” For five days, the likes of Karreuche Tran, Victor Cruz, Joanna Simkin, Joe La Puma, Isabel Rangel Grutman, and Greg Yüna styled themselves in the collection’s matching sets, patchwork polos, bike shorts, sunglasses, Converse sneakers, and more. If you paid close attention, you would have noticed that this fourth Coca-Cola collection is bursting with collaborations with everyone from Mitchell & Ness to Garrett Leight and Orlebar Brown (you see why we’re currently memorizing our credit card numbers to prep for tomorrow’s drop?).
Residents of Honolulu lucked out just as much as Fieg’s friends did last week, as Kith opened up a pop-up shop on the island. “The retail landscape there is very impressive,” Fieg explains. “A lot of luxury brands’ highest-performing shops are based in Honolulu, so I knew there would be demand for what we could provide to their market.” The doors to the shop opened August 2nd, smack-dab on Kalakaua Avenue, giving consumers the opportunity to shop the collaboration a week ahead of its global release date. The store was outfitted with all 105 pieces from the collection, complete with Kith x Coca-Cola skate decks, Channel Island surfboards, and the custom Coke bottles (wrapped in a custom print inspired by the Hawaiian islands). “I was overwhelmed by the response we received there,” Fieg continues. “I knew we would have some loyalists there, but not to the extent that we did. On Thursday, I guessed that we’d have 200 people lined up. When I got there to open the doors on Friday, there were 500 people waiting. It was truly an incredible feeling.”
The entire experience was one for the books. Click through below to see some brilliant BTS shots from the trip and hear what Fieg’s friends had to say about Kith’s fourth collaboration with Coca-Cola.
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