BMW plans a run of 150 M4 Competition x Kith coupes under a partnership with New York lifestyle brand Kith and its founder Ronnie Fieg.
As part of the multifaceted partnership, Fieg’s classic E30-generation M3 has been restored and a matching M4 Design Study by Kith was used to inspire “the largest apparel/lifestyle collection Kith has ever released — The Kith for BMW Collection,” the partners said.
“Everything we work on at Kith has to come from an authentic place,” Fieg is quoted in the BMW announcement. “Some of my favorite memories from growing up came from going to visit my grandfather and riding around in his BMWs in the 1980s. I remember he had an E21 320i and that his prized possession was a white E30 M3. These moments in my life really shaped my passion for BMW, so working on this project with them has brought everything full circle.”
“Keeping a close eye on the latest lifestyle developments is part of our approach to evolving the BMW brand,” said Jens Thiemer, BMW’s senior vice president for customer and brand. “With his unique collaboration approach and Kith label, Ronnie Fieg is an outstanding mind and leader in the fashion, lifestyle and luxury industries. Our collaboration with Ronnie and his influential brand will be a positive force for BMW as we explore new customer groups.”
Markus Flasch, chief executive of BMW M, added that the partnership with Kith “allows us to spread the word to an exciting new target group, as the lifestyle fashion scene transforms from a cultural phenomenon to a global way of life, bringing a new and very distinct brand of exclusivity to many different areas.”
Among the features of the limited-edition M4 Competition x Kith are merged logos — “an extra ring around the BMW roundel in the BMW M colors of light blue, dark blue and red, as well as details in bright lettering focusing on Kith and the collaboration” — exclusive matte-finish exterior colors, and Kith-embossed black merino leather and multi-color ambient mood lighting in the cabin.
Pricing starts at $109,250. Pre-orders are being accepted with the cars delivered in 2021 as 2022-model-year vehicles.