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Kith is taking its latest fashion collaboration into the garage, joining forces with BMW for a project that brings together German automotive heritage, New York streetwear and a deeply personal connection to one of BMW’s most celebrated performance cars.
The collaboration was inspired by Kith founder Ronnie Fieg’s childhood memories of his grandfather’s 1989 BMW E30 M3 and the rides they shared around Queens, New York.
That personal history became the starting point for a partnership that goes far beyond apparel.
An E30 M3 becomes the canvas
The first expression of the collaboration is a one-off recreation of Fieg’s own E30 M3.
The classic BMW retains much of its original mechanical character while receiving a series of contemporary Kith touches.
Custom Kith for BMW roundels appear across the hood, trunk, wheels and steering wheel, while the traditional M3 badge on the right side of the trunk has been replaced with Kith’s motorsport-inspired lettering.
Inside, BMW-sourced premium leather covers the cabin, while an embossed Kith monogram appears across the seats and door panels.
The attention extends down to the smallest details, with the collaboration described as having considered everything from the major surfaces to the screws holding the car together.
From the E30 to the wardrobe
The automotive project forms only one part of the collaboration.
Kith has created a 94-piece collection, making it the brand’s largest offering to date.
The collection draws heavily from BMW’s visual language around 1989, combining the automaker’s classic colour palette and motorsport identity with Kith’s contemporary approach to luxury streetwear.
Pieces include colour-blocked cardigans, intarsia sweaters, kimono blazers and retro nylon tracksuits, alongside Kith’s familiar silhouettes and custom-milled fabrics.
The standout piece is arguably a cherry-red suede bomber, finished with BMW’s iconic M stripes across the back.
For the BMW collector
The collaboration also extends into a collection of accessories designed specifically with automotive enthusiasts in mind.
Among the pieces are custom valve caps, microfiber towels, licence-plate frames, driving gloves and headwear.
Collectors can even purchase a die-cast replica of the 1989 E30 M3, turning the collaboration into something that can live beyond the wardrobe.
It is this mixture of fashion, memorabilia and automotive culture that makes the project particularly interesting.
When fashion becomes automotive culture
Kith and BMW are ultimately selling more than a collection.
They are tapping into the emotional relationship people develop with cars — the memories attached to them, the culture surrounding them and the visual identities that make particular models timeless.
For Fieg, that relationship began with a family memory.
Decades later, the E30 M3 has become the centrepiece of a collaboration that merges that personal history with Kith’s contemporary interpretation of luxury.
The Kith for BMW collection launches 23 October through Kith retail locations and kith.com.
And with a 94-piece collection, a one-off E30 M3 and rumours of another project to come, this may only be the beginning.
One BMW. One childhood memory. Ninety-four pieces of streetwear culture.
