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Today marks the opening of KITH’s new flagship operation in Manhattan’s NoHo neighborhood. This isn’t an entirely new space for Ronnie Fieg’s outfit, however, as the shop owner has combined his men’s and women’s downtown stores into a three-storey experiential retail destination.

Designed in partnership with frequent collaborator Snarkitecture, Fieg recently got together with BoF to discuss the 10,000-square-foot space.

“It’s a new day for the brand in terms of how we communicate our business to the world,” Fieg began. “I used to pass by this building; it was run-down, old and vacated. The minute I thought that [Kith’s success] justified that building it was time for me to go in and explore that opportunity.”

Since opening his first two sneaker shops six years ago, Fieg has gone on to launch five KITH locations, including one in Miami. The revamped space in Manhattan will now house a KITH Treats bar and café, in addition to a gallery space in collaboration with Daniel Arsham.

“We’re going to commission artists from all over the world to fit the concept of the space,” says the designer/shop owner. “[It will] be an experiential space for us to celebrate and communicate projects that we are currently working on.”

KITH NoHo will also feature a separate event space where the outfit can host a variety of projects, including the second portion of their Nike “Take Flight” collaboration.

“We want [the store] to be a symbol for what it is that we do holistically as a company,” Fieg concludes. “I think it’s becoming a more identifiable business, where people can experience the brand in one place.”

KITH NoHo is located at 337 Lafayette Street.

Not NYC, not LA.

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