September 10, 2021
Childrenswear brand OshKosh B’gosh, has announced an exclusive new collaboration with lifestyle brand Kith.
For this partnership and first Kith collaboration, available exclusively through Kith Kids, the brand has teamed up with OshKosh B’gosh on a 28-piece capsule collection that highlights the childrenswear label’s heritage.
Drawing inspiration from the original workwear aesthetic of OshKosh B’gosh, Kith leverages the 126-year-old brand’s Americana classics and childhood styles such as their rinse wash denim and hickory stripe, while layering in new contemporary design elements. This same detailing is seen throughout a selection of workwear silhouettes reinterpreted through Kith’s lens. Vintage and heritage undertones are depicted through custom washes, worn in details and fabric distressing, while the collection includes co-branded Kith and OshKosh B’gosh detailing throughout.
The curated assortment offers apparel and accessories for little ones to show their personal style, while evoking memories for parents who grew up wearing OshKosh B’gosh. The launch is a milestone for OshKosh B’gosh, following its new campaign supported by a fresh creative direction timed for back-to-school.
“As we continue to write the next chapters of the OshKosh B’gosh brand story, collaborating with an innovator like Kith was a natural fit for us,” says Jeff Jenkins, executive vice president, global marketing, Carter’s. “This classic-meets-modern partnership will evoke nostalgia and excitement among consumers. The collection bridges timeless, heritage childhood staples with groundbreaking design for a game-changing assortment.”
Releasing alongside the collaborative pieces is an assortment of 25 inline Kith Kids Classics, which updates essential Kith silhouettes such as T-shirts, crewnecks, hoodies and sweatpants. The styles are given an autumn treatment, ushering in the fall with a color palette rich in earth tones.
“I’m always inspired by brands like OshKosh B’gosh that stand the test of time,” says Ronnie Fieg, founder, creative director, Kith. “I can’t think of a better partner for our first-ever Kith Kids exclusive collaboration.”
Blending aspects of both brands, the line includes contemporary renditions of vintage silhouettes, from chore jackets to overalls, workwear pants, hats and more. The collection includes nearly 30 styles across babies, toddler and kids in sizes 0-3 through 12-18 months and kids 2-12. Kith Kids x OshKosh B’gosh are available at all Kith shops, on Kidset.com and on EU.Kith.com.
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