Kith Selfridges

Kith Treats Fashion Ice Cream Arrives at Selfridges | Eater London

"A New York City–born fashion label famous for hype-driven drops has opened its first non-US retail outpost inside a major Oxford Street department store. The shop stocks limited-edition trainers, t-shirts and other luxury streetwear and cultivates long queues around product releases. The brand also runs a much-hyped soft-serve and cereal-focused dessert arm born from the founder Ronnie Fieg’s childhood obsession with cereal; each dessert location features rotating specials created by friends and family of the label (collaborators have included Virgil Abloh and LeBron James). To mark the London opening the menu will include a new signature special, The Frosted Flacko, created by A$AP Rocky and topped with Frosted Flakes and rainbow sprinkles, available as an Ice Cream Swirl, Milkshake or Commuter Bowl. Expect to queue." - Adam Coghlan