Hello Ronnie, thank you for making time for this conversation. Before we dig into your collaborations with BMW M, could you tell us about your love of product and the path you took from footwear to clothing?
I was born in Queens, which I would say is the biggest melting pot of all of New York’s boroughs. However, when I was growing up, Queens was a bit behind the city in terms of style. I started working as a stock boy in a footwear store on 8th Street in Manhattan when I was 13 years old so I could buy my own shoes, clothes, records, etc. This was around 1996, and 8th Street was the cultural capital of New York at the time. I’ve always loved music, and back then, all my favourite artists were buying footwear on that street, including at David Z, where I worked. On the weekends, it was like a block party—everyone would pull up and park their cars on the street, including Jay-Z, Nas, Biggie Smalls, Raekwon, Ghostface, Lauryn Hill, and many others. I sold shoes to all of them, and it exposed me to so many different styles that I would never have seen in my neighbourhood. I learned a lot about how people shop, discover products, and value certain brands. I always say 1996 is the most important year of my life because it was the year my eyes really opened, and I fell in love with the things I still love today.
Your impressive record of collaborations spans from industry heavyweights to small outfits, what is your strategy for choosing a particular collaboration?
No matter the partner, the purpose is always the same: I only work with brands or people with whom I have a personal connection. Everything I do must come from an authentic place. There are many things that can fall within that spectrum. For instance, working with BMW and BMW M is special to me because I remember my grandfather driving me around in his white M3 E30. It was his prized possession, and those car rides brought us closer together. I used to have a poster of the M3 E30 on my wall growing up. I get to bring all of that personal nostalgia and passion to the partnership, sharing my own perspective on what BMW means to people.
As you mentioned, I also work with newer brands that I’ve discovered more recently and love their products. As I mature, my brand matures with me. It becomes a balance of infusing the things I love today with the things I’ve loved for decades. The red thread through it all is my personal connection.
I only work with brands or people with whom I have a personal connection. Everything I do must come from an authentic place.
Speaking of collaborations, currently you are working on your third with BMW M: What is the appeal about applying your creativity onto an automobile?
First, I’d say it’s appealing because I love BMW. I always have. More specifically, I’ve always loved BMW M. So, when this opportunity came, I knew I could provide a unique perspective and help educate people on what BMW represents. A product is one thing, but offering people substance - especially in a time when information is so disposable - is what matters most to me.
The other thing that appeals to me is the ability to continue building a world for Kith’s fans and audience. I’ve never considered limiting myself to just one category of product. To me, it’s about creating a holistic lifestyle for people, so I can touch on all facets of life. If people trust my taste and vision, they can trust that it translates not only to the clothing they wear but also to the car they drive.
What was your motivation for continuing to work with BMW M the third time? Where did you take your inspiration from for the current project?
I don’t like working with partners on one-off projects. One project doesn’t allow you to build lasting equity together or tell a fully cohesive story that people can truly connect with. So, when I started having conversations with BMW, we were always on the same page about telling a story through multiple chapters.
In each of these chapters, bridging the past and present of BMW M serves as the foundation for the narrative. For our first project, I chose to tell the story of the M3 E30 because of my personal connection to it and showcase its modern-day evolution in the M4 G82. Our second partnership honored the 50th anniversary of both BMW’s first electric concept car and BMW M. We told the story of the 1972 1602 Elektro to highlight the rich heritage behind the first M-Series electric vehicle, the i4 M50.
This year, the story spans the full timeline of BMW M, starting with the brand’s first-ever creation - the M1. It’s such an iconic car, and even today, its design feels ahead of its time. While the M1 marks the beginning of BMW M’s timeline, the XM represents the latest version on it. Although structurally they may seem worlds apart, they share a unique legacy - both are the only two BMW M-exclusive models. I love the M1, and I drive the XM every day. Bridging that gap for people to understand their significance to BMW M was my inspiration for our third chapter.
Speaking about the current project with the XM Kith Concept and the BMW M1 E26 by Ronnie Fieg: Why did you choose this particular color?
In Chapter I, I paid homage to the M3 E30 by creating a one-of-a-kind M4 G82 in its predecessor’s iconic signature hue - Cinnabar Red. For Chapter II, I worked with BMW to develop an all-new paint colour that would never be used on any other BMW model - Vitality Green. Heading into this year’s partnership, I knew I wanted to combine both approaches by highlighting one of my favourite BMW colours, while also introducing an evolved version of it. More specifically, I knew I wanted to use Techno Violet as this chapter’s colour.
If you’re a BMW enthusiast, you understand how coveted Techno Violet is. It’s a stunning deep shade of purple, as rare as it is beautiful. It was only ever offered on the M3 E36 from 1994 to 2000 before becoming exclusively available through BMW’s customizable “Individual” program. For my M1, I chose to apply one of BMW’s greatest colours to one of its greatest models.
For the XM, we created an evolved version of the colour - Frozen Techno Violet. This Frozen treatment deepens the hue and reflects an array of colours when exposed to different light. It’s truly breathtaking in person. We created this paint colour exclusively for Chapter III, and it will never be used on any future BMW models.
You own an impressive collection of BMW M automobiles about which we talked during previous conversations, but now, we understand, you’ve added a new entry, a BMW M1. Could you tell us what is so special about the M1 to you?
For me, the M1 is the creator of BMW M. Its significance cannot be overstated. I love its rich history as much as I love its look. To build a mid-engine sports car in the 1970s, BMW collaborated with Lamborghini to design and assemble the car, which they agreed to. However, after building the chassis, Lamborghini was unable to continue the project due to financial issues. Alongside Marchesi, T.I.R. and Baur in Stuttgart, BMW then commissioned Italengineering to continue with the construction. The famous automotive designer Giorgetto Giugiaro was also involved until the project was completed. The result was an Italian-designed, German-engineered sports car unlike anything the world had seen.
BMW M used the M1 to launch the M1 Pro Car Series, where drivers like Mario Andretti and Niki Lauda competed in M1s. Andy Warhol also designed an Art Car version of the M1 that raced in the 1980 24 Hours of Le Mans. There are so many layers to the story of the M1 that I not only wanted to tell its story but also be a part of its legacy.
What makes a car iconic to you? And how would you apply this definition to the M1 and XM?
There are many elements to consider when it comes to defining anything as, “iconic,” so I couldn’t point to one single thing. I’d say icons are rarely recognized in their own time, because they dare to push the envelope in ways people don’t appreciate until years later. It also takes this time to truly understand the impact they can leave on not only the brand, but the world at large.
For all the reasons I’ve explained before, there is no denying that the M1 is iconic. I believe the XM will be regarded in a rarified air years from now as well. Its design is polarizing and daring, and as someone who not only collects BMWs but also studies the brand, its unlike anything they have ever offered before. I purchased one after it first launched and it has since become my daily car. It seamlessly blends the best of both worlds in luxury and performance.
Individuality plays a major role in fashion when it comes to showing your personality. What defines an expressive car for you? Is there a kind of intersection between fashion and extraordinary cars?
I believe style is the ultimate form of self-expression. It’s how you choose to channel your personality and present yourself to the world. I don’t see a car as any different from a jacket you might wear or a song you might listen to. It’s something you choose to represent your taste and interests. There is no right or wrong when it comes to self-expression, and style is truly subjective. In this way, from a purely taste-driven perspective, I believe people go through a similar decision-making process when shopping for apparel or footwear as they do when shopping for a car.
Is fashion also art for you? And if so, would you also consider cars and their design to be art?
Of course. I see both things as art at the highest-level, and their creators as true artists.
This is your third edition for BMW M: could you find a sentence for each one that sums up the special nature and challenge of the individual model and project?
The 2021 BMW M4 Competition by Kith is a modern-day representation of my lifelong love for the M3 E30 and marks the introduction of Kith’s partnership with BMW.
The 2022 BMW i4 M50 by Kith blends BMW’s rich history in electric vehicles with 50 years of BMW M, while also introducing an all-new paint colour to the brand’s archive.
The 2025 BMW XM by Kith embodies the legacy of BMW M, dating back to the M1, while reimagining one of my all-time favourite colours - Techno Violet.
You like to use BMW models as extras for the artwork of your collections. Which model is your all-time favourite?
It’s impossible to choose one. I would say that the M3 E30 was my gateway to falling in love with the brand, while the 850 CSi is the car I find myself driving the most.
Thank you very much for the interview, Ronnie!
