At first glance, a partnership between Kith—the trendy, New York City-based clothing brand founded by footwear designer Ronnie Fieg—and the beloved cereal line Cap’n Crunch may seem like a bit of an odd pairing. One company recently hosted its first ever runway show, collaborating with the likes of Nike, Adidas, and Asics in the process, while the other has been churning out sweetened corn and oat cereal since the 1963, a mustachioed mascot in a Napoleon hat emblazoned on its boxes.

Well, as it turns out, Fieg is a cereal fanatic—a deep passion that dates back to the designer’s childhood in Jamaica, Queens. Last year, Kith debuted the city’s first first sneaker store-cereal bar hybrid in Prospect Heights, Brooklyn, offering customers a chance to taste combinations like The Bam Bam (Action Bronson’s special blend of Rice Krispie Treats, Cookie Crisp, Cinnamon Toast Crunch, Kit-Kat, Oreo, and Marshmallow Charms), and the JLP (Cap’n Crunch, Cookie Crisp, Coconut Flakes, Twix, and whole milk from Complex’s own Joe La Puma).  

Now, Kith is working specifically with Cap’n Crunch to build a “lifestyle driven” collaboration for fans, announcing the full details of the partnership via a livestream on at 11 a.m. EST on Saturday.

“This union is set to boast a fully-rounded assortment of products, all of which combine Cap'n Crunch's immediately recognizable likeness and delicious cereal with Kith's fashion-forward mentality and heightened taste level for space design,” a spokesperson for Kith said in a statement to First We Feast. “Opened in August 2015, Kith Treats is New York's first cereal bar. Now, with Cap'n Crunch, the duo will be offering a newly curated menu using Cap'n Crunch's classic recipes. With mutual admiration and respect at the core of the relationship, Kith and Cap’n Crunch plan to release a full experience for fans in the very near future.”

In honor of the collab, Kith released a new spin on the Cap’n, decking him out in a flat-brim hat, skinny jeans, a Kith hoodies, and some Asics.

Kith Cap'n Crunch