- Kristopher Fraser |
Bergdorf Goodman Men's is no longer just your wealthy banker or flashy fashion editor's store. Last fall when the brand launched their capsule collection with Kith, it was an unexpected surprise. The Kith customer is the kind of guy who goes for the high-fashion streetwear like, while the Bergdorf Goodman customer is the kind of guy looking for a Tom Ford suit or Gucci loafers.
However, it turns out the two might be a match made in heaven. Today, Kith and Bergdorf's have launched their second collection, which has been met with much acclaim.
The line includes hoodies, pullovers, track pants and tees. The color palette is focused on jewel tones and gold accents. Michael Imperioli of Sopranos fame is the model for the campaign.
"This concept focuses on defining what luxury is today," said Ronnie Fieg, founder and owner of Kith to Esquire. "A hoodie can be luxury if executed properly. Similar to last year, we wanted to create wearable pieces with quality that warrants bearing the Bergdorf Goodman logo."
Kith x Bergdorf Goodman collection launches today
Bergdorf Goodman had a tough year last year feeling the national effect of declining department store sales. Their proximity to the heavily protested Trump Tower has also cost them foot traffic.
Last year, the store began making efforts to court more millennial customers. Their collaboration with Kith was just one of the many ways they aimed at doing so. They also renovated the store to make areas more "Instagrammable" and optimized for social media sharing.
Time to bring in the millennials.photo: via Kith.com