To celebrate the launch of Kith Osaka, an exclusive interview was held with Ronnie Fieg, who recently visited Japan. Reflecting on the brand’s journey, Fieg explained that while every city has embraced Kith, Japan holds a special place for both the brand and him. He noted that Tokyo—Kith’s first store outside the U.S.—has nurtured a dedicated fanbase that has witnessed the brand’s growth over the years, making the extension into another major Japanese city a natural step.
Fieg credited the success of the Tokyo store, despite the challenges of the COVID-19 pandemic, to its deep connection with local audiences and the exceptional team led by his close friend and Japan GM, Junya Matano. The new Osaka flagship is uniquely designed with three distinct zones: one for men’s and women’s collections and footwear, another for kids’ apparel, and a dedicated area for Kith Treats. This thoughtful layout is crafted to create immersive, curated experiences that resonate with Osaka’s vibrant culture.
Looking ahead, Fieg emphasized that Kith will continue to evolve with intention, focusing on constant self-improvement rather than a fixed end goal. His advice to emerging designers and shop owners is simple: be disruptive and always prioritize product quality. While he hinted at exciting projects on the horizon, Fieg left us with the promise that the best is yet to come.
Another major factor is the incredible team we have in Japan managing our stores. They not only have a deep understanding of our brand but also a strong connection to the local community and culture.
Could you tell us about the background and reasons behind opening the Osaka store following Tokyo?
Establishing our presence abroad has been an incredible journey. Every city we’ve opened in has welcomed us, and it’s been deeply fulfilling to build communities in each one. Out of all our international locations, though, Japan holds a special place—not just for the brand, but for me personally. Tokyo was our first store outside the U.S., and I believe our brand resonates most with fans there. They’ve been part of our journey the longest, watching us grow and evolve over time. That’s why I wanted to bring that experience to another city beyond Tokyo, giving more people the opportunity to be part of it.
The Tokyo store, which opened during the COVID-19 pandemic, continues to attract long lines every day. What do you think are the key factors behind its success?
As I mentioned before, one key factor is how long we’ve had a presence in Japan and the fact that our fans there have experienced everything we’ve offered over the years. They’ve seen the different dimensions of our brand and how we’ve evolved, unlike in newer locations where people might only be familiar with our most recent work. Our audience in Japan expects us to keep delivering unexpected, premium experiences, and we work every day to meet that standard.
Another major factor is the incredible team we have in Japan managing our stores. They not only have a deep understanding of our brand but also a strong connection to the local community and culture. Our Japan GM, Junya Matano, is a close personal friend of mine—he understands my vision and shares it, while also exposing me to things that truly resonate with the people who visit our stores.
What role do the Japanese and Asian markets and audiences play for Kith?
We’re humbled and honored to be so welcomed in these markets. I believe Japan is the pinnacle of shopping experiences—there’s nowhere else like it. So, to not only have an audience there, but one that’s deeply engaged with what we do, is incredible.
That said, the same care and attention we give to our fans in Japan, we extend to every community we’re part of. Each store and market are treated uniquely. We’ll never be a brand that approaches New York the same way we do Paris or Osaka—every location and its audience deserve experiences and products curated specifically for them. That will always be our mindset.
I opened this second location because I have complete confidence in our team to uphold the integrity of the brand and always put our audience’s experience first.
What are the key features and highlights of the Osaka store?
Our Osaka store is unique compared to our other flagships because it’s spread across three different spaces within a central location. There’s a space dedicated to our Kith men’s and women’s collections along with footwear, another for our kids’ collections, and a third for Kith Treats. Each was designed to feel distinct yet cohesive. I loved designing into this layout because it gave me the opportunity to create immersive experiences for our visitors in a really intentional way.
How do you plan to operate the Tokyo and Osaka stores moving forward—will they be managed together, or will there be a differentiation between them?
People in Osaka can expect the same personable and premium experience we offer our visitors in Tokyo. Both stores are overseen by the same team—one of the best in the world. I opened this second location because I have complete confidence in our team to uphold the integrity of the brand and always put our audience’s experience first.
How do you see Kith evolving in the future?
There isn’t one specific vision for the future, but our approach will always remain the same. No matter what categories we expand into or where we open new stores, we’ll continue to grow and evolve with intention. We’re not chasing a single “end goal”—our focus is on outdoing ourselves year after year and growing for the right reasons.
Every partnership we do is rooted in a personal and emotional connection I have to that brand.
Starting a brand today may be easier than ever, but very few brands can sustain long-term success. Do you have any advice for young designers or aspiring shop owners?
The market is more saturated today than ever. If you’re going to stand out from the pack, you need to have a point of view. You need to be disruptive and unexpected. And you have to remember that product is always king.
Kith has engaged in various collaborations—could you share five that left a particularly strong impression on you personally?
I don’t think it’s possible for me to narrow this down to five. Every partnership we do is rooted in a personal and emotional connection I have to that brand. That was the rationale behind my first-ever collaboration with Asics, and it has continued to be that way almost two decades later. The things I wear, drive, eat, and use in my personal life are the same things we make either on our own or with partners.
Are there any special plans or upcoming projects you can share with us? What’s next on Kith?
If I shared that then I would lose the element of surprise. So for now I would just say that there are certainly some special plans in the works, and I can’t wait to share them with everyone.
