Why New York City’s hottest streetwear brand sells ice cream.

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KITH is a legendary name in streetwear infamous for collaborating with some of the world’s most sought after brands: Levi’s, Adidas, Russell Athletic, Coke, Tommy Hilfiger, Nike, Versace, the list goes on.

These collaborations often result in badass sneakers, denim jeans, hoodies, graphic tees, wallets, hats and… ice cream.

Ice cream?

Before we scream…

This is part two of a special three part Stranger Than Fiction series on Kith… you can read part one, here.

Now, where were we? Oh yes, delicious frozen treats.

So, in addition to selling sneakers and apparel, Kith also has mini ice cream shops built into their store locations called “Kith Treats”.

Ronnie Fieg, the sneaker wonder-kid and creative genius behind Kith, grew up in a household where he wasn’t allowed many sugary treats, like cereal.

So, like the born-entrepreneur that he was (and still is), he sold his school lunch each day and used the money to buy his favorite cereals.

This childhood obsession with cereal eventually manifested into Kith Treats, an ice cream shop that pairs delicious creamy soft serve with pretty much any cereal you could ever imagine — Apple Jacks, Cinnamon Toast Crunch, Chocolate Toast Crunch, Cocoa Puffs, Honey Nut Cheerios, Fruity Pebbles, etc.

Like the rest of Fieg’s business model, Kith Treats is one giant beautifully sticky collaboration.

A delicious lesson in tiered pricing.

KITH Treats is so widely loved that some people no longer visit their stores to pick-up sneakers and clothes but to silence their sweet tooth.

But, more than this, the product has created a tiered pricing model the world has never quite seen before.

Fieg recognizes that not everyone has the money to afford a $300 pair of kicks each weekend. So, he’s offered another (very different product) at a mere fraction of the cost… ice cream.

Kith Treats is a delicious lesson in tiered pricing for brands everywhere. Instead of folks leaving your “store” empty-handed because they can’t afford your product or service, why not create another lower-priced product they can? And, perhaps consider making it taste good…

But, I digress.

By Cole Schafer.

Stranger than fiction by Honey Copy is a curation of stories about bat shit crazy marketing ideas that have made brands some serious cheddar. If this story made your mouth water, why not let me tell you when I write the next one?

Originally published at https://www.honeycopy.com on April 9, 2020.

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I write pretty words and sometimes sell things. https://coleschafer.com/subscribe

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