Echoing the wider boom in sneakerhead culture and a growing appetite for streetwear, US premium streetwear label Kith has opened a store in SoHo, New York solely dedicated to its newly launched women’s collection. The concept signals an important shift in the largely male-dominated streetwear category, with both the collection and the store resulting from high demand from women for the smallest sizes of the men’s ranges.
Located on the upscale Bleeker Street, the 400 sq ft store echoes the striking minimalism of the brand’s two other New York locations. Designed by long-term US collaborators Snarkitecture, it features an almost entirely all-white and mirrored interior. One side is flanked by the main collection, which sits on retractable fixtures, while the other displays uniform rows of sneakers by the likes of Nike and Adidas. Suspended above them is an installation of plaster-cast Nike Air Jordan 3s – a nod to the destination being the brand’s third location.
Adding extra theatre to the experience, central to the store is a marble plinth with hidden mechanics. An embedded tray functions as a dumbwaiter, bringing stock directly up from a stockroom below.
For further confirmation of the rise of sneakerhead culture, see Sneakerhead Resale Mega Concept, The Rise of Sneaker Culture and Sneaker Packaging Trends. For more on female-focused brand concepts, see Nike’s Women-Only Boutique, London, Nike’s VIP Female Gym and Female-Focused Retail Stories.