New Kith Campaign Features Legendary Rap Group The Lox

by Dominick J. Fils-Aimé | September 10, 2016

Kith, the retro hip hop clothing brand, rolled out its new campaign recently featuring rap royalty trio “The Lox” as models for their 96 Collection.

The Kith 96 Campaign finds its niche by drawing inspiration from one of the more significant years for Hip-Hop culture, 1996, employing the use of ‘90s color palettes and retro colorblocking, coupled with modern silhouettes. These distinguishable features can be seen throughout the collections tees, crewnecks, windbreakers, hoodies and hats, using material to make the gear suitable for fall.




“The year 1996 has been a constant motif for our brand throughout our 5 year lifespan,” the brand expressed via a press release. “We have always viewed 1996 as one of the most pivotal years for our culture and our birthplace of New York, and it has continued to serve as one of our main sources of inspiration. The 96 Collection is a direct result of our passion for this time, as we have crafted a fully-rounded assortment of apparel influenced by the signature style of 20 years.

Earlier this month, the company held its first ever fashion show, debuting some of their newest pieces while still making room for musical performances by Fabolous, Ma$e and The Lox. The company also took advantage of livestream technology, enabling those who couldn’t make it to the event to still experience it via live stream.

The 96 Collection will release its first collection on Friday, September 30th at the Kith store in Manhattan, Brooklyn and Bergdorf Goodman. The collection will also be available on at 11 am eastern time.

The year 1996 saw the release of some of hip hop’s most revered albums including the likes of The Fugees “The Score”, Jay-z’s “Reasonable Doubt”, OutKast’s “ATLiens”, Nas’s “It Was Written” and Tupac’s “All Eyez On Me”! It was also the year the culture lost its most transcendent icon,Tupac Shakur.


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