(New York Jewish Week) – At age 68, Jerry Seinfeld has become the newest face of streetwear brand Kith.
The comedian and New Yorker, whose last statement may have been the “bloated shirt” he wore in a 1993 episode of “Seinfeld,” appears in the glamorous photos taken by photographer Mark Seliger. IN footage released on Tuesdayhe leans against bookshelves and stares wistfully out the window modeling brightly patterned jackets, the expensive sneakers that put Kith on the map, a New Era Mets cap and a gray Queens College sweatshirt.
Seinfeld, who graduated from Queens College in 1976, models the CUNY collection — a capsule collection made in collaboration with Russell Athletics that includes apparel inspired by Queens College and Brooklyn College gear.
“Our goal for this partnership was to build school pride for students and alumni, supporting the colleges’ goals to foster the growth of future students,” Kith’s website states. The Kinnect Foundation, Kith’s nonprofit arm, is awarding $25,000 in grants that will go toward Queens and Brooklyn College to “advance their educational initiatives.”
This isn’t the first time Kith has featured a Jewish comedian in their campaigns. last fall”Keep up your enthusiasm.” featured sweatshirts printed with images of frequent Seinfeld collaborator Larry David. JB Smoove, who plays Leo opposite David’s character on the HBO series, modeled the Curb line.
“Life changing moment for yourself and the brand tomorrow. The Fall 22 campaign is coming,” the Kith founder and designer tweeted Ronnie Fiegwho is Israeli-American and grew up in Jamaica, Queens, the day before the Seinfeld photos were released.
Fieg’s passion for shoes began when he worked at the New York shoe chain David Z, owned by his cousin David Zaken. According to the New York Times, Fieg asked for a job at the store instead of a bar mitzvah attended by Zaken.
In 2021, Fieg and Kith designed one Limited Edition Hanukkah Line which featured sweatshirts, t-shirts, wrapping paper and even a dreidel.
“There are a handful of people I’ve dreamed of working with since I was young. At the top of that list was Jerry,” Fieg wrote in an Instagram post on Tuesday. “There are very few individuals who have had the kind of impact that Jerry has had on me.”
“Having candid conversations on set with one of my heroes made me realize how incredible work can be when you bring your biggest inspirations into what you do.”
Seinfeld has poked fun at the fashion industry’s expense in the past. “I hate clothes, okay?” his character says in a 1991 “Seinfeld” episode. “I hate buying them. I hate taking them out of my closet. I can’t stand trying to create little outfits for myself every day.”
