Vault by Vans and Kith Launch New “Love Thy Community” Initiative
In the 11 years since its founding, Kith has evolved from a New York City-based footwear retailer to a global retail empire and coveted lifestyle brand. One thing that’s never changed, however, is the importance of community: Kith founder Ronnie Fieg has long strived to uplift and amplify the extended Kith family. Now, Vault by Vans has joined forces with Kith to launch the new “Love Thy Community” initiative, partnering with Brooklyn Blooms for a floral-printed Slip-On and special T-shirt.
Brooklyn Blooms is the first of six minority-owned businesses to be spotlighted in Vault by Vans and Kith’s “Love Thy Community” initiative. The idea for “Love Thy Community” sprouted from Kith’s 10th-anniversary celebrations in 2021: Ronnie Fieg started a KITH Community initiative, which aimed to support local minority-owned businesses by using Kith’s platform to spotlight their wares and stories. Shortly thereafter, Vans, who had started their own small business-focused Foot the Bill initiative in 2020, approached Kith to elevate the Kith Community program, a partnership that resulted in “Love Thy Community.”
The seeds for Brooklyn Blooms were first sewn in 2017 when florist LaParis Phillips opened her first flower shop in Brooklyn’s Bed-Stuy neighborhood. Since then, Phillips’ business has bloomed in full, introducing a second location and becoming known around NYC for their one-of-a-kind floral assortments and welcoming atmosphere.
Brooklyn Blooms’ Slip-On features a custom all-over graphic that’s speckled throughout with bright flowers. Heels with embroidered “BK” and “STL” hits nod to Brooklyn Blooms’ home borough and shop logo — as well as St. Louis, where LaParis is originally from. Further details include “Creating Beautiful Things Out of Beautiful Things,” the shop’s tagline, on the sidewall and a specially printed insole graphic. The capsule’s t-shirt offers a co-branded hit on the front left chest and a large text graphic on the back.
Expect the Vault by Vans x Kith x Brooklyn Blooms “Love Thy Community” capsule to release on August 6 at the Brooklyn Blooms store and Brooklyblooms.com. The other five “Love Thy Community” projects will be rolled out in the coming months.
Vans®, a VF Corporation (NYSE: VFC) brand, is the original action sports footwear, apparel and accessories brand. Vans® authentic collections are sold in 97 countries through a network of subsidiaries, distributors and international offices. Vans® has over 2,000 retail locations globally including owned, concession and partnership doors. The Vans® brand promotes creative self-expression in youth culture across action sports, art, music and street culture and delivers progressive platforms such as Vans Checkerboard Day, Vans Park Series, Vans Triple Crown of Surfing®, Vans Custom Culture, and Vans’ cultural hub and international music venue, House of Van
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