BMW and Kith - Cross Branding in the Crosshairs

This collaboration between Kith and BMW is a brilliant example of how strategic partnerships can transcend mere branding to create something genuinely iconic. By blending BMW’s rich automotive heritage with Kith’s modern streetwear ethos, Ronnie Fieg has struck a balance that feels both nostalgic and forward-thinking.

The reimagined 1981 BMW M1 E26, crafted with original components and highlighted by the rare Techno Violet finish, demonstrates the attention to detail and reverence for the past that defines this partnership. The addition of the custom Kith M-Series badge further underscores the fusion of these two worlds, subtly yet powerfully intertwining their identities.

Projects like these do more than showcase craftsmanship—they build cultural cachet. For BMW, this collaboration extends their appeal to a younger, fashion-conscious audience, while Kith benefits from the prestige of aligning with a global luxury icon. This synergy is precisely why cross-branding, when done thoughtfully, continues to be a marketing masterstroke.

It’s exciting to see such collaborations pushing boundaries, and this bespoke M1 is undoubtedly a high-water mark. Here’s hoping Kith and BMW keep the momentum going with more creative ventures.