KITH, a clothing store in New York that offers causal apparel and footwear, created a friends and family program that aims to reward some of its most loyal consumers. Ronnie Fieg, the company's owner and operator, came up with the idea after "showcasing his work alongside New Balance’s Made in USA Mykonos 997.5 Archipelago."
In order to make the release more exclusive, as well as to ensure that those who've spent more at the store feel a little more special, a private newsletter was sent out in an email that contained information about the release. With this, the KITH friends and family program granted buyers of the previous model the chance to get the latest version in a friendlier context.
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