Kith brings its cool factor to one of the oldest names in the children’s wear business this fall.
Kith Kids, the New York City-based streetwear retailer’s children’s label, released Friday a collaboration with OshKosh B’gosh, a fixture in children’s denim since the 1800s.
The 28-piece capsule collection offers limited-edition contemporary renditions of vintage OshKosh B’gosh silhouettes like denim chore jackets, overalls and workwear pants.
Designed with nostalgia and longevity in mind, the brand’s classic indigo washes and hickory stripes are used throughout. This workwear inspiration, coupled with comfortable co-branded long-sleeve T-shirts, hooded sweatshirts and coordinating sweatpants, underscores the collection’s focus on unisex staples. The line also includes a classic varsity jacket with daisy embroidery, a washed-down one-piece and bib, and trendy bucket hats.
Though Kith is well acquainted with collaborations, having partnered with brands as varied as Levi’s and Nike to Coca-Cola and Versace, the partnership with OshKosh B’gosh is the first collaboration available exclusively through Kith Kids. On Instagram, Kith Kids promoted the collection with the taglines “The genuine article” and “Clothes with a little character.”
Available now in Kith stores and online, the collection spans baby, toddler and kids’ sizes and retails for $35-$160.
This is the second splashy effort by OshKosh B’gosh to gain market share during the 2021 back-to-school season. In July, the Carter’s Inc.-owned brand released a campaign featuring Mariah Carey’s 10-year-old daughter, Monroe Cannon, as well as inspiring inner monologues from Muhammad Ali and others.
The campaign, said Jeff Jenkins, the brand’s executive vice president, global marketing, “represents a new, fresh take for OshKosh B’gosh—one that bridges past to present and champions the dreams, courage and determination of children.”