M4 Competition 'x KITH' limited edition launched

Not sold on the G82 M4 just yet? Try one inspired by the "youthful and influential fashion scene"...

It would be fair to say that the new BMW M3 and M4 haven't had the easiest of time of it since their official unveil a few weeks ago. And not just because of you know what. There's the concern around an M3/M4 with an automatic (instead of a dual-clutch) and four-wheel drive, not to mention the slightly dubious add-ons found in the M Performance catalogue. Reception from enthusiasts thus far hasn't been effusive; BMW needs an image booster, something to show the potential that's surely there in the latest M car. The M4 Competition x KITH could be that car (although probably not).

For those that don't know (and we were certainly among them), Kith is a New York lifestyle brand; its Fall 2020 lifestyle collection "focuses on timeless design through Kith's signature palette and custom-milled fabrics", just so you know. It's for very, very cool people, basically, which is why PH had no clue. But it's founder is a guy called Ronnie Fieg who, along with a very good beard, also owns an E30 M3. It's there on video as soon as you get to the Kith homepage, in fact, he's that proud of it. That's in addition to a childhood spent in his grandad's E21 320i. He gets BMW, it would seem, and is therefore exactly the person to design an M4 special edition. Because BMW want equally trendy people to buy it...

Outside at least, the overhaul is pretty subtle. The M4 Competition x KITH comes only in matt colour (black, silver or white, because they were the most popular E30 M3 colours), the BMW logos are replaced with Kith ones and the forged wheels are black for maximum stealth. Well, stealthy to all but the tallest that it is, because this particular M4 Comp has an enormous 'KITH' logo on the roof along. Along with the M tricolour, of course. Apparently it's an optional extra. But it's certainly a talking point...

The inside is even bolder. As well as seats in the M colours, there's 'Kith' embossed into the parts that remain black (just like Fieg's M3, actually), even more logos on the dash and the armrest as well as the illuminated BMW M badges in the seat replaced with the emblem of - you've guessed it - the New York lifestyle brand. No forgetting what you're in, at least.

Fieg said of his creation: "Some of my favourite memories from growing up are going to visit my grandfather and riding around in his BMWs in the 1980s...These moments in my life really shaped my passion for BMW, so working on this project with them has brought everything full circle." M CEO Markus Flasch echoed the enthusiasm, speaking of the great opportunity to "bridge the gap between the original BMW M3 and our new BMW M4 Competition Coupe"; perhaps more relevantly, he mentioned an ability to "spread the word to an exciting new target group." Because if you have the disposable income for a pair of £625 Moncler high-tops from Kith, you might also have the money for a new M4. And BMW wants you to have one.

In fact, 150 people will have the opportunity to acquire an M4 Competition x KITH, though there's no confirmation of UK availability. It's available to pre-order now, though, and the Kith BMW collection - yes, really - is going live this afternoon. So, if you're stuck for a Christmas idea for the BMW lover in your life, you know where to look...