Kith has announced its latest hire Emily Oberg as creative lead for the streetwear brand's women's line on Thursday. Oberg had recently left her three-year post at Complex in January, where she served as an on-camera anchor for her own workout series "Get Sweaty," as well as co-directed and co-produced the documentary "Sold Out" on Supreme resellers. The first Kith Women collection under her direction will debut this fall and Oberg will continue to release and work on "Get Sweaty" with Complex.
Founder Ronnie Feig launched women's wear at the end of 2015, along with its own retail space in New York City's Soho just across the street from Kith's Manhattan location. Since its launch, Feig was creative directing both the men's and women's brands. Though the women's line and brick-and-mortar has been a success thus far for the brand, Feig wanted a more authentic voice behind it.
"I feel like the women's side needs a voice and direction from somebody who will be wearing the product," he tells Business of Fashion. "We think that Emily represents the youth and has her finger on the pulse… she has great taste and I think she fits our aesthetic and where we're going as a brand."
Indeed, Oberg's social presence boasts more than 260K followers on Instagram and Twitter combined. Plus, she's the founder of her own lifestyle brand Sporty & Rich, which has released a magazine and merch, including T-shirts, totes and hoodies. In August 2016, Oberg's work was copied by Forever 21; the fast fashion retailer was selling an eerily similar hoodie with the phrase "Smart & Pretty."
While we'll have to wait until the fall to see Oberg's full vision for Kith Women, fans can still get a sneak peek of what's in store on Friday. The brand will drop its women's Astor Bomber in three colorways — apricot, black and cinder; priced at $210 — online and in stores, along with a lookbook featuring Oberg's full creative input, which you can exclusively view before the launch in the gallery below.