What do Power Rangers, Rugrats, and Cap’n Crunch cereal have in common? Not only are they things children of the ’90s enjoyed on an obsessive basis (I’m speaking from personal experience), but they’re also among the brands with which streetwear mecca Kith has collaborated. To the uninitiated, the matchup between a ’90s cartoon and a brand that has called Virgil Abloh a collaborator and Russell Westbrook a customer seems odd—bizarre even. And that’s exactly Kith owner Ronnie Fieg’s intention. “I like the fact that it’s unlikely. It makes it more of a challenge to get people to want to take that ride with me and look at apparel a little differently through what we do,” he told Vogue.com. “That’s the whole point, to not do what’s expected, not do what’s considered to be the norm, and just be able to give people a different perspective and a different angle on what fashion can be.”
Today Kith unveils its full Power Rangers collection. The pieces celebrate the ’90s show Mighty Morphin Power Rangers and the upcoming 2017 film, arriving in the Rangers’ signature shades of bubblegum pink, yellow, red, cobalt, and black. There are helmet embroideries running down sleeves and lightning bolt detailing—each piece complete with Kith’s logo emblazoned on the front. They arrive in Kith stores and at Bergdorf Goodman (yes, you read that right) on October 21, and will likely appear on the backs of Gigi Hadid and co., who have already taken to sporting Power Rangers apparel, soon after.
So what makes a partnership as odd as this one actually work? The through-line of Kith’s various collabs is Fieg himself; he’s continuously mining his own backstory to propel Kith into the future. Growing up, he loved Power Rangers. Today, he’s working with them. “Part of our brand image and part of who we are as a brand goes back to the most influential years of my life, which were the ’90s, growing up. It’s important for us to pay homage to any of the things that made us who we are today,” Fieg explained. As for the Power Rangers team, Saban Brands CEO Janet Hsu told Vogue.com, “Ronnie gets it and we fully supported his creative interpretations to modernize Power Rangers in a way that resonates within fashion and culture today.”
Asking the hype-beasts that flock to Kith stores to join a trip back to the ’90s might seem like a stretch, but Kith has proven it’s a streetwear brand with both hype and heart. Its New York Fashion Week show was an entirely collaborative effort, with Fieg pouring a bit of his soul into products made with the likes of New Era, Timberland, and Nishikawa Down, as well as Rugrats. “We like telling nostalgic stories through our lens and what our brand stands for,” Fieg says. He goes on to describe shopping at Kith as an “experience” that extends beyond SKUs into the emotional. Venture into one of Kith’s Snarkitecture stores and you’ll see that where Fieg goes—no matter how strange—people follow for the ride.