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Fashion Ice Cream Crosses the Atlantic

Kith, the New York City streetwear brand with a side line in soft serve, moves into Selfridges on Oxford Street

Kith soft serve is fashion ice cream
Kith [Official Photo]

A New York City-born fashion brand, which, like Supreme and Palace, draws queues-for-drops, has opened its first store outside the United States, in Selfridges department store on Oxford Street in London, as first reported by Hot Dinners. As well as limited edition trainers, t-shirts, and other luxury streetwear, Kith has a sideline in very hype-y soft serve and cereal.

Kith Treats, as the ice cream diffusion line is officially known, exists because Kith founder Ronnie Fieg had “a childhood obsession with cereal.” Each Treats location features a menu of rotating specials “created by friends and family of the brand,” including big-names in the fashion world, like Off White’s Virgil Abloh, and sport, such as basketball star Lebron James.

“To celebrate our opening in Selfridges London,” Kith announced on Instagram last night, “we’ll be adding a new signature special to our menu, The Frosted Flacko, created by A$AP Rocky, featuring Frosted Flakes and rainbow sprinkles. Available as an Ice Cream Swirl, Milkshake or Commuter Bowl.”

Kith recently opened an ice cream bar in the big money Hudson Yards development in New York City. About it, Eater NY was succinct: “Trendy fashion brand Kith has an ice cream bar here, inside the experiential Snark Park. A cup of soft serve costs $10.”

To those for whom this appeals, be prepared to queue.