December 3, 2024 • 1hr 25min
Ronnie Fieg - Building Kith - [Invest Like the Best, EP.398]
Invest Like the Best with Patrick O'Shaughnessy
Key Takeaways
- Product Philosophy: Create products that are missing in the marketplace while celebrating brand heritage and telling authentic stories
- Community Building: Focus on making customers feel welcomed and part of something bigger than just transactions
- Storytelling: Use high-quality film and content to educate consumers about product heritage while building emotional connections
- Collaboration Strategy: Work with "the best in the world" across categories while maintaining authenticity and respect for partner brands
- Business Approach: Structure operations to enable continued creativity and maintain consistent quality standards across all products
Introduction
Ronnie Fieg is the founder and CEO of Kith, one of the most influential brands in footwear, fashion and culture. Starting at age 13 working at David Z, an iconic New York shoe store, Ronnie worked his way up from the stockroom to become a key buyer and collaborator. In 2011, he founded Kith, which has evolved into a global brand known for unique product curation, high-profile collaborations, and storytelling through film and content.
Topics Discussed
Early Career and Product Passion (18:03)
Ronnie's passion for collecting and product began in his youth, starting with Marvel cards and comics before evolving into footwear. His sister's credit card purchase of a second pair of Nike Flight 95s marked an early realization of his deep connection to product.
- First job at David Z exposed him to diverse footwear categories beyond just athletic shoes
- Learned about product details and functionality through handling inventory in the stockroom
- Developed understanding of consumer preferences by helping diverse clientele including hip-hop artists
- Built unique perspective by witnessing different cultural influences on product choices
The Birth of Kith (45:18)
The name Kith comes from the phrase "kith and kin" meaning friends and family. Ronnie wanted to create an experience where everyone felt welcome, contrasting with the exclusive attitude of many luxury retailers at the time.
- Started as multi-brand footwear retailer with two distinct rooms for different styles
- Created welcoming community space through courtyard design
- Evolved organically into a brand as customers wanted to represent the store
- Maintained focus on authentic relationships with both customers and staff
Storytelling Through Film (52:05)
Ronnie's love for film has become a crucial element in how Kith communicates with its audience. The brand has developed sophisticated storytelling capabilities that enhance product launches and collaborations.
- Early influence from watching classic films shaped visual storytelling approach
- New York Love Story marked first major film project for showcasing collections
- Developed in-house content team led by former intern Austin
- Uses film to create emotional connections with products and brand heritage
Collaboration Philosophy (57:19)
Kith's approach to collaborations focuses on celebrating partner brands while adding unique perspective and storytelling elements.
- BMW collaboration example showcased commitment to telling authentic brand stories
- Focus on educating consumers about brand heritage and history
- Works with "best in world" across categories including Armani, Nike, BMW
- Maintains respect for partner brands while adding unique perspective
Cultural Influences (1:04:34)
Travel and cultural experiences, particularly in Japan and Italy, have significantly shaped Kith's aesthetic and approach to product.
- Japanese influence taught importance of purpose and attention to detail
- Italian influence brought focus on craftsmanship and quality
- Equal split between Japanese and Italian aesthetic influences in current approach
- Continuous evolution through exposure to different cultures and craftspeople
Business Operations (1:09:33)
The business structure supports creative freedom while maintaining consistent quality across all products and experiences.
- Strong team enables focus on creative direction
- Creates products for love not business metrics
- Unique ability to span price points from $8 cereal to $130,000 cars
- Equal consideration given to all product categories
Quality Standards (1:23:27)
Maintaining high quality standards across a large organization requires specific cultural elements and leadership approaches.
- Team members must check ego at door
- Brand vision takes priority over individual preferences
- Consistency in execution is critical
- Right people in right roles enables quality maintenance
Conclusion
Ronnie Fieg's success with Kith demonstrates the power of authentic passion for product combined with strategic business acumen. His approach to brand building emphasizes the importance of genuine storytelling, community building, and maintaining consistent quality standards while continuously evolving. The brand's ability to span multiple price points and product categories while maintaining authenticity sets it apart in the retail landscape.
Key lessons for entrepreneurs and business leaders include:
- Start from the bottom to truly understand all aspects of the business
- Follow your genuine passions rather than chasing trends
- Build authentic relationships with customers and partners
- Maintain consistent quality standards across all products and experiences
- Use storytelling to create emotional connections with customers