BMW is venturing into new fields as it extends collaboration with New York lifestyle brand Kith and its founder Ronnie Fieg. BMW and Kith are collectively coming up with 150 M4 Competition x Kith. As a part of the partnership, Fieg’s classic E30-generation M3 has been restored. A matching M4 Design Study by Kith was used to inspire the largest apparel/lifestyle collection Kith has ever release – The Kith for BMW Collection, as reported by the partners.
Bringing the collaboration to life
The limited-edition M4 Competition x Kith features merged logos. To signify the collaboration, there is an extra ring around the BMW M logo featuring light blue, dark blue, and red. On the additional ring, details of the collaboration are written in bright letters. The car has exclusive matte-finish exterior colors and Kith-embossed black merino leather along with multi-color ambient mood lighting in the cabin. The limited-edition model costs $109,250 and is available for pre-orders at the moment. The cars will be shipped in 2021 as 2022-model-year-vehicles.
BMW x Kith statements
On the collaboration, Ronnie Fieg stated in the BMW announcement,
Everything we work on at Kith has to come from an authentic place. Some of my favorite memories from growing up came from going to visit my grandfather and riding around in his BMWs in the 1980s. I remember he had an E21 320i and that his prized possession was a white E30 M3. These moments in my life really shaped my passion for BMW, so working on this project with them has brought everything full circle.
Further, the Chief Executive of BMW, Markus Flasch, added,
The partnership with Kith allows us to spread the word to an exciting new target group, as the lifestyle fashion scene transforms from a cultural phenomenon to a global way of life, bringing a new and very distinct brand of exclusivity to many different areas.
Additionally, BMW’s senior vice president for customer and brand, Jens Thiemer, expressed,
Ronnie Fieg is an outstanding mind and leader in the fashion, lifestyle, and luxury industries. Our collaboration with Ronnie and his influential brand will be a positive force for BMW as we explore new customer groups.