There is nothing more recognizably NYC than hot dog stands, “showtime” subway performances, and bodegas. In the past couple of years, we’ve seen the trend of brands creating their own pop-up bodega to showcase their products. (See Gelareh Mizrahi). The juxtaposition of mixing high-end designs with the humble corner store aesthetic breeds an authentic and effective experience.

New York brand Kith utilizes its cult-like following and partnership with Kith Treats X Cheerios for a pertinent humanitarian cause.

For one day only, to celebrate the collab launch, the humble Martinez Grocery of Carroll Garden was transformed into a Cheerios Bodega. The familiar golden-clad General Mills coloring took over the small space featuring a Kith Treats bar, serving cereal-infused confections inspired by desserts worldwide.

A few hours after the opening, we checked out the space to witness an enthusiastic line wrapped around the sleepy neighborhood block. At first, when approaching the corner, the everyday bodega exterior leaves you wanting. But as you get closer, a golden glow emits from the space, with floor-to-ceiling Cheerios products. 

With touches of Kith’s modern branding, the collection included a range of unisex apparel and lifestyle accessories that pay homage to the classic breakfast staple, consisting of co-branded headwear, housewares, and personal accessories. Customers received a free custom Kith box of Cheerios, with every purchase - a collectible for true Kith, or cereal fans. The full collection was available on their site from March 11-20th. While the pop-up design was overtly Cheerios, the cereal was a vehicle to communicate Kith’s love of NYC’s diverse communities and cultures.

The Kith brand understands that in 2022 inclusivity is exclusive.

 The pop-up menu influenced by worldly desserts (Chinese almond cookies, Caribbean rum cake, Filipino coconut macaroons, Passover charoset, baklava, and Egyptian basbousa) pays homage to the myriad of international cultures thriving in NYC. 

Initially launched for National Cereal Day (March 7th), this collab, unfortunately, coincided with the invasion of Ukraine by Russian forces. All proceeds from the pop-up were donated to support those impacted by the humanitarian crisis. Unlike other brands who’ve been called out when showcasing their donations from for-profit commerce (See Diet Prada’s takedown of WeWoreWhat’s humanitarian snafu), Kith’s humanitarian support wasn’t a branding tactic, but a last-minute decision for their brand to practice what they preach.

You can’t pull off a collection celebrating world cultures by ignoring the injustices happening outside your neighborhood corner store. 

Kith is a cultural driver, sharing to the masses the best the city has to offer in modern streetwear & home accessories while embodying its maiden city’s ethos. They’ve previously collaborated with arguably the most “American” and New York-centric brands: Levi’s, Coca-Cola, Tommy Hilfiger, Mitchell & Ness, Bergdorf Goodman, etc. They consistently use familiar faces to find inspiration for collections and craft their New Yorker image. This past spring Steve Buscemi’s iconic visage was featured on their main Instagram page, sharing to the 2.4 million followers their adoration for this local icon. Now, he’s the face of their Spring 2022 collection. Kith strives to become an NYC icon, as recognizable as the beloved bodega. In their own words, “New York to the World.”