Miami’s streetwear and urban fashion scene got a shocking wake up call earlier in 2013 when KITH’s head hancho Ronnie Fieg decided to bring a pop-up shop down to Miami as part of his “East Coast Project”. The pop-up was not an ordinary little space with a few items. It was a fully planned and themed out experience for anyone that attended. Ronnie introduced that NYC retail “coolness” to the Miami area. And by “coolness”, we mean that New York retail feeling that you can only get in New York. The pop-up was divided into two store fronts that were side by side but ran independently. On one side, you had a very bright Miami feeling store that had all the Miami pieces of the collections. On the other side, you had a very dark and dimly lit New York themed store that took you right to the feeling of KITH’s Manhattan location inside of Atrium. Each city was represented right and to the tee and then throw in artwork by Santlov and you got yourself one pretty dope concept.
But for the Miami pop-up series of events, Ronnie gathered a few of his friends in the fashion world to curate a collection of Miami Dolphins and New York Knicks themed pieces, as well as two colorways of a limited ASICS Gel Lyte III sneaker. Brands like Just Don, Tina Catherine, STAMPD< Stance, Herschel, Play Cloths and Golden Bear all threw their hat into the mix to be a part of the now legendary East Coast Project. For ten days in early May, KITH took over South Beach and let everyone know that a Miami location of KITH may really happen in the near future.
The best part of the pop-up was just to see all the people that came out to show Ronnie and KITH love. We’re not even talking about all the people that bared with the lines to get a chance to purchase product. We’re talking about all the industry people and New York in-crowd types that came to town just to support. People like Miss Info, Pusha T, Don C, 13th Witness, Joe La Puma of Complex and so many more we can’t even think of right now.
All in all, it really gave us streetwear aficionados a glimpse of what kind of star power and creativity can really be brought to the table if you put your mind to it. So take notes retailers because this is how its done.