Kith’s Malleability is on Full Display with Cam’ron & Swizz Beatz – Last Stop
Kith presents its first delivery of Spring 2024—an elevated take on transitional wardrobing featuring new silhouettes and staple classics expressed in lighter springtime hues.
To celebrate the launch of this collection, Kith is proud to announce the release of its first single, “Last Stop” featuring longtime friends of the brand, Cam’ron and Swizz Beatz. This song serves as the soundtrack to Kith Spring 2024, which features Cam’ron as the face of this season’s campaign. Kith Founder, CEO & Creative Director, Ronnie Fieg, executive produced the song and tapped his friend and collaborator Cam’ron to deliver an original verse on an instrumental produced by Swizz Beatz.
The set for the campaign and film is staged in a New York City subway car with flowers by Venus et Fleur.
Kith Spring 2024 Delivery I releases on Friday, February 9th at 11AM EST/CET at Kith shops and on Kith.com, CA.Kith.com, EU.Kith.com & the Kith App.
The fusion of Hip-Hop and fashion has been a staple at Kith. The connection between Dipset and the apparel/retailer has evolved over the years as a celebration of New York culture and style. This last installment of music arrives in a different manner, but places Dipset leader Cam’ron in the Spring/Summer Collection 2024 for Kith and the visual is in line with the brand aesthitic and it’s made even better by Killa delivering his best work as an emcee in years.
What’s more important here is the evolution of Kith from tastemaker to record label. The song is dropping on KITH records and makes Ronnie Fieg the DJ Khaled of the fashion industry if the brand continues to deliver tracks like this in conjunction with the apparel being designed. Kith is one of the few brands creating collections not focused on youth culture and capable of spanning a wide range of customer segments and by connecting with Cam on this it shows an understanding of a market most brands have taken for granted.
Note: Kith has typically listed their videos on Vimeo. The brand has finally launched a YouTube, this is important as YouTube is the number one streaming service in the world.