Kith just entered its next era, and it doesn’t (only) involve sneakers or hoodies.
It involves a $36,000 membership, a rooftop padel court, a Giorgio Armani spa, and an Erewhon tonic bar.
Welcome to Kith Ivy — a private members’ club opening this fall in New York’s West Village, designed to reimagine what a lifestyle brand can be.
Image courtesy Kith Ivy
At first glance, it looks like another luxury clubhouse. But beneath the marble and matcha lies something much bigger:
a blueprint for how modern brands are evolving from selling products to hosting cultures.
The Club as Brand Ecosystem
For over a decade, Kith has defined how streetwear can live in luxury spaces. With Ivy, it’s no longer about drops, but about dwell time.
Not moments of hype, but habits of belonging.
The 120 Leroy Street location will house everything from a gym and spa to Café Mogador dining and the first Erewhon outside Los Angeles. Members will train, eat, recover, and shop, all inside a space curated by Kith’s founder Ronnie Fieg.
This is a closed ecosystem where every touchpoint is engineered to extend the Kith world into everyday rituals.
From a retail strategy lens, that’s the holy grail: turning brand affinity into daily residency.
Padel as the New Social Graph
The rooftop padel court isn’t random.
It’s a strategic anchor for the brand experience, where sport, culture, and status intersect.
Image courtesy Kith Ivy
Padel has become the new golf for urban creatives and founders, a shared code among those who prefer rackets to boardrooms.
By making it central to Ivy, Kith claims early territory in a sport that’s fast becoming a global lifestyle category.
The Kith Ivy Collection: Dressing the New Discipline
To bring that lifestyle beyond the club, Kith also introduced The Kith Ivy Collection — a full line of apparel and accessories inspired by the sport’s aesthetic language.
Image courtesy Keith Ivy
The collection translates padel cues – refined motion, social sport, precision – into off-court luxury.
Think: crisp polo knits, terry shorts, sueded track sets, paneled zip-ups, tailored trousers, and tonal layering pieces that merge function with elegance.
The palette stays neutral – creams, olives, sand, and deep navy – while the details (contrast piping, embroidery, performance textures) nod to athletic heritage reimagined through a luxury lens.
It’s sport style without the sweat, what you’d wear from the court to the café.
A clear signal that Ivy isn’t a detour for Kith, but the next vertical in a scalable ecosystem: spaces + experiences + uniforms.
The uniformization of lifestyle is, in fact, part of Kith’s playbook, moving from outfitting culture to designing the full environment it lives in.
Borrowed Credibility, Built Fast
Rather than build everything from scratch, Fieg partnered with brands that already own their lane: Armani for the spa, Erewhon for wellness, Café Mogador for dining.
Image courtesy Kith Ivy
The message is clear: luxury isn’t about scale, it’s about curation. Each collaboration compresses years of brand building into instant trust.
For over a decade, Kith has defined how streetwear can live in luxury spaces.
With Ivy, it’s no longer about drops, it’s about dwell time.
Not moments of hype, but habits of belonging.
And that’s the real play here.
If this works, Kith will have quietly invented a new category: the branded lifestyle residence where your membership card says more about your values than your wardrobe ever could.
