BMW M GmbH celebrate the launch of the new BMW M4 Competition Coupé in an exclusive collaboration with lifestyle brand KITH.
BMW has long been considered more than just an automotive company with owners buying into a lifestyle and not just a car, the result of which has led to a number of partnerships from the world of Art, Culture and Design. Some of the most notable collaborations include the Andy Warhol M1 Art Car and project with world renowned composer, Hans Zimmer to create a new sound for BMWi. Most recently BMW has shifted focus to more contemporary figures such as a partnership with artist FUTURA 2000 that saw the revival of the BMW Art Car using the M2 Competition. This has continued with the latest project with Streetwear and lifestyle brand KITH.
The New York based brand founded by Ronnie Fieg has grown to notability in the world of fashion, lifestyle and luxury since its conception in 2011. Fieg opened his first apparel and footwear boutique in Brooklyn and quickly moved to collaborate with the likes of Nike, Coca-Cola and Tommy Hilfiger. Fieg is clearly no stranger to working with global brands however being an owner of his own E30 M3 he is also no stranger to BMW. This very BMW M3 formed the basis of this project creating a perfect platform to promote the new BMW M4.
Working with the design team at BMW M, a number of bespoke details were created for the M4 to deliver a truly individual vehicle. Some of the design ques were carried over from Fieg’s personal E30, most noticeably being the Cinnbar Red paint finish. The choice to use the same colour was made to help emphasise the connection between the two cars and evolution from one of the original M cars to today’s modern generation.
Another noticeable element of this special collaboration is the amalgamation of the two brand logos. Throughout vehicles design the Kith logo can be found presented in the BMW M font style, replacing the model designation in places such as the centre console and rear boot lid. The roundel also features a special designation to mark the partnership whilst the roof displays a large Kith logo with BMW M colours and font style. Inside both the E30 M3 and M4 the Kith logo had been embossed into the leather to give a subtle but unique finish to the interior.
When BMW partners with a brand or individual to create something unique it is often confined to one-off models that are only experienced at special events or at the BMW Welt in Munich. The BMW M4 Competition X Kith collaboration is different as BMW will open up to opportunity to purchase your very own version of this special M4. Quantities of this model will however be limited with just 150 worldwide.
In addition to the unique design details, the lucky few who secure an order will be able to choose from a selection of extras above the standard BMW M4 Competition Coupé. M Compound brakes, M forged wheels and M Carbon bucket seats, the M Carbon exterior package, BMW Laserlight, Carbon Fibre interior trim strips and controls with electroplated applications. Deliveries are expected to begin in summer 2021.
As with previous collaborations KITH be offering a 96‑piece collection of exclusively designed clothing and lifestyle accessories. Available in all its stores and online it offers enthusiasts of both brands to buy into both brands opening them both to a wider audience.
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