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Beautiful Store of Your Dreams Opens, Selling Cereal, Ice Cream and Sneakers



Jerry Seinfeld isn’t the only man with a penchant for both cereal and Air Jordans. Meet Ronnie Fieg: Fashion designer, Kith CEO, and—most importantly—the man who is bringing you a glorious Brooklyn outpost that serves up both Cocoa Puffs and the latest Nike’s.

To Fieg, the concept is pretty simple. “I’m as passionate about cereal as I am about anything,” the shoe designer tells Forbes. So, he thought, why not house a collection of kicks in the same space as a cereal bar–and throw in cereal ice cream, for good measure? “I believe that [the ice cream] is a game changer, because it’s just so fu**in good,” says Fieg.

The men’s footwear and clothing store, which opened its first location in New York four years ago, offers a mix of high fashion and streetwear brands like Alexander Wang, Off-White, Pierre Balmain, Public School, Norse Projects, John Elliot + Co., and Kith’s own Fieg-designed apparel line. Shoe brands range from Nike and ASICS to Birkenstock and Buscemi.

As for the cereal offerings, you can expect only the stuff of your childhood fantasies: classics like Apple Jacks, Cinnamon Toast Crunch and Fruity Pebbles, combined with toppings like cookie dough and Kit Kats. And, because of course, your cereal creation is packaged and served in a mini shoebox.

The ceilings are literally paved with white ceramic Jordan 2’s:

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The spacious store is also a shrine-slash-museum for shoe collaborations. Kith Brooklyn is currently showcasing a Nike sneaker which celebrates Pete Sampras and Andre Agassi’s infamous rivalry.

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Fieg’s signature cereal concoction (and menu item) consists of Frosted Flakes, Cocoa Puffs, mini marshmallows, Oreo bits and whole milk.

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It’s a wonderful world we live in.

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