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Streetwear Brands Shift their Sights on Luxury Car Brands

Fashion has a new muse for 2020: luxury car brands.

Streetwear label Kith and BMW are among the giants in their respective fields to combine their expertise for a large-scale collaboration that spans T-shirt to automobiles.

Last week, the companies bowed the 1989 BMW M3 E30 Ronnie Fieg Edition and the 2021 BMW M4 Design Study by Kith—two one-of-a-kind car models—born from Kith founder Ronnie Fieg’s own passion for the German automaker.

For the 1989 BMW M3 E30 Ronnie Fieg Edition, Fieg sent his M3 E30 to BMW to Germany to be completely rebuilt using from the ground up using parts that were sourced from various BMW archives. The goal was to ensure each element was 100 percent authentic to the 1989 design specifications to essentially create a brand-new car.

Fieg put his stamp on the car with Kith-centric details, including Kith and BMW Roundel emblems on the hood, trunk, rims and steering wheel, a Kith Motorsport badge on the trunk and embossed Kith monogram leather interior.

Kith also worked with BMW to create the 2021 BMW M4 Design Study by Kith, which applies the design details of the M3 E30 to the M4.

While the cars are not for sale, fans can dress the part when the 96-piece Kith x BMW collection—Kith’s largest offering to date—drops on Oct. 23. The collection combines Kith’s staple silhouettes and custom-milled fabrics with BMW’s color palette and iconography. Styles include knitwear, racing-inspired jackets, nylon track suits, suede bomber jackets and an assortment of graphic hoodies and T-shirts.

Meanwhile, Tommy Hilfiger’s fondness for auto design shines through its new collection with Mercedes-Benz. The heritage brand first paired with the car maker in 2018 when it became the official apparel partner of the Mercedes-AMG Petronas Formula One Team. The same year, Tommy Hilfiger hosted a car-themed fashion show in Milan.

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The Fall 2020 Tommy x Mercedes-Benz men’s capsule collection features elevated outerwear with technical components such as climate control finishes, perforations, rubberized tapes, seamed seals and Velcro adjustable closures featured in the collections’ utility, bomber and leather jackets.

Apparel and luxury car brands are teaming up in the form of Kith and BMW, and Tommy Hilfiger and Mercedes-Benz partnerships.
Tommy x Mercedes-Benz Courtesy

Anchored by a black denim straight-leg style and navy and gray chinos, the range displays the clean styles and classic striping the brand is known for. The collection also underscores Tommy Hilfiger’s spotlight on sustainability, featuring more responsible production methods and materials such as more sustainable cotton, Sorona-filled parkas and suit bombers, and Ecodown quilted vests.

The collection is available now at select Tommy Hilfiger and Mercedes-Benz locations.