New York-based streetwear retailer KITH introduces its 'Love Thy City' collection in collaboration with Russell Athletic and Vogue. The capsule made its original debut on the runway when the brand showcased its Fall/Winter 2019 selection and it is now available in the market.
The three efforts come together through a series of collegiate themed apparel designs that are plastered with logo accents. The silhouettes include tees, crewneck sweaters, hoodies, sweatpants, and varsity jackets as well. The color palette is fairly vibrant, honoring the KITH flagship locations, spotlighting red, blue, green, white, yellow, and more. The Love Thy City capsule is made up of 24 pieces in total and the variety of goods celebrate the different flagship locations. The different themed colored celebrate Los Angeles, Miami, SoHo, and Brooklyn.
Major City-Themed Collegiate Fashion
KITH's Love Thy City Capsule Celebrates American Cities
Trend Themes
1. Collegiate Themed Apparel - Opportunity for brands to create streetwear collections inspired by college fashion.
2. City-themed Capsules - Brands can collaborate with cities or landmarks to create limited-edition fashion collections.
3. Flagship Location Celebration - Fashion brands can design collections that pay tribute to their flagship stores, creating a sense of local pride.
Industry Implications
1. Streetwear Retail - Streetwear retailers can leverage collegiate themes to attract younger customers.
2. Fashion Collaboration - Opportunity for fashion brands and publications to partner and create exclusive fashion collections.
3. Fashion Merchandising - Brands can create limited-edition merchandise that celebrates specific locations, appealing to local customers and tourists.