Kith announced on Tuesday that Kith Women will open its first standalone pop-up on May 22 at 2397 Montauk Highway in Bridgehampton, running through Labor Day. The activation is "presented by Vivrelle," the luxury handbag and jewelry membership platform, and shares the 1,400-square-foot cedar-shingle build between Kith Women's Summer 2026 collection and a hospitality outpost on the front lawn.
What's actually in the space
The Bridgehampton location reads less like a retail store and more like a brand house. The interior holds the Summer 2026 Kith Women collection — an expanded swimwear assortment, matching sets, bags, and East End–appropriate silhouettes — alongside a curation of Kith Kids apparel. Everything inside is for sale. The lawn carries the Kith Treats logic outward: provisions, social space, and the kind of casual flow that has always defined Kith's Manhattan, Miami, and Hawaii locations. The architecture mirrors the surrounding neighborhood — gambrel roof, cedar shingles, large front yard — which is the move when you want locals to read the activation as part of the town rather than parachuted in.
Hours start tighter (Mon–Thu 9–6, Fri–Sun 10–7, closed Tuesdays in May and June) and expand to seven days a week from July 1 through Labor Day, which is when the East End population doubles and the entire luxury retail seasonal calendar pivots out east.
The Vivrelle partnership is the news
Kith does pop-ups every summer. The Vivrelle partnership is what makes this one different. Vivrelle is a luxury accessories membership — designer handbags and fine jewelry on rotation for a monthly fee, founded by Blake and Wayne Geffen in 2018, $62 million Series C raised in 2025. Their thesis has always been that the moneyed customer wants access to the bag for the event, not the closet space and depreciation that comes with owning it. That thesis maps perfectly onto Hamptons summer behavior, where the wardrobe is short-cycle, weekend-by-weekend, and the bag changes per dinner.
For Kith, a Vivrelle co-presentation does two things. It legitimizes the Kith Women side of the business as a luxury-adjacent operation rather than a streetwear-with-women's-cuts adjacency. And it puts Kith's swim, leather goods, and matching-set assortment in the same physical room as a Vivrelle audience that has already cleared the price-comfort threshold for $5,000 bags. The customer for a Kith summer set and a Bottega rental sit closer to one another than the two brands' marketing usually admits.
Where this fits in Kith's 2026 expansion
Ronnie Fieg has spent 2026 widening the brand surface beyond sneakers and graphic tees. The chain reopened its West Hollywood flagship two weeks ago around an exclusive Kith x New Balance Made-in-USA 99X pack; the Summer 2026 campaign starring Jonah Hill dropped May 15; and now a Kith Women house in Bridgehampton on Memorial Day weekend. Each move pushes the brand into a different vertical of the day. Each one is also a real-estate decision before it is a product decision — Kith has built a competitive moat on being physically present in the rooms where its customer already spends weekends.
The Hamptons is the most expensive rented attention in U.S. retail every summer. Kith Women going there first, with a luxury membership partner attached, is a clear statement of where the brand thinks the next wave of growth lives. The pop-up runs until Labor Day. The bet pays off — or doesn't — in the resort orders that follow it.
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