Kith opens first European store in Paris

There's no doubt about it, streetwear has gone luxe. Gilding and intricate ironwork, a Carrara marble staircase and an imposing glass chandelier: all of these feature in the location selected by independent American brand Kith for its debut store in Paris, at 49 Rue Pierre Charron, just a few steps away from the Champs-Elysées, in the French capital's eighth arrondissement. For its first permanent store in Europe, Kith has taken over 16,000 square feet, spread over three floors of luxury hotel Pershing Hall.

With the location's opening on February 26, Paris confirms its position as a leading streetwear capital. Over the last few decades, companies such as Supreme, A Bathing Ape and Sneakersnstuff have all joined essential Parisian hotspots Shinzo, Starcow and Opium in the city. But Kith's choice to set up shop in the swanky eighth arrondissement, rather than in a neighborhood such as Les Halles or Le Marais, differentiates the brand and reveals its ambitions.

In order to draw in a more high-end crowd, the brand has opened the space right up with a design conceived by Snarkitecture, and, despite the ongoing health restrictions, will be offering up the menu from New York restaurant Sadelle's in a dining area laid out in the store's glass-covered courtyard. Nearby, the brand's cereal and ice-cream bar, Kith Treats, balances out the space with its sleek design.

Heading upstairs, visitors will discover t-shirts, the paisley-print hoodies from the brand's latest collection, denim jackets, cargo pants, bucket hats and caps for men, women and children, as well as the hottest footwear, all presented in a luxurious environment.

Downstairs, Kith has dedicated a space to guest labels, where it intends to present a wide range of creative partnerships. Currently, it is the brand's collaboration with Nike that is on display, featuring an exclusive Air Force 1 inspired by the colors of France's flag.

Over the last few days, the shoe has been shown by several sneaker influencers as part of a well-organized social media operation that served as a kind of teaser. The campaign also included a film released earlier this week, which presented the new location and featured a number of well-known faces from the Parisian fashion scene, such as Colette's founder and former creative director, Sarah Andelman, and Francky Bendahan, the organizer of Paris' Sneakerness event, who has also been involved in the opening of Kith's store in the city.

Les Amis et La Famille from KITH on Vimeo.

Similarly to Supreme, Noah and A Bathing Ape, Kith is part of a wave of premium streetwear agitators. Founded in New York in 2011, the brand was launched by Ronnie Fieg, a streetwear fanatic and occasional designer for most major sneaker brands, from Asics to Nike, via Adidas. Kith has seen solid growth in the last few years, signing off on collaborations with sportswear companies such as Mitchell & Ness, Adidas, Russell Athletic and Nike, as well as fashion brands like Calvin Klein, Tommy Hilfiger and Birkentstock, and luxury labels including Versace and Moncler. The brand operates two boutiques in New York, one in Miami, one in Los Angeles, and another in Tokyo. Although Kith is already present at Selfridges, its Parisian location is the label's first real store in Europe.

Kith opens first European store in Paris

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