Although Kith‘s roots are in footwear and apparel, Ronnie Fieg has expanded the worlds the brand plays in throughout the years. For instance, Kith shook up the industry with its work in the automotive space with BMW, and Fieg told FN in October that the company would venture into hospitality in 2024.

It appears that Fieg is now bringing Kith into the world of music with Kith Records.

“People have often asked what the failures have been throughout the growth of the brand/company. The biggest try and fail scenarios have been with Kith Records,” Fieg wrote late Sunday on Instagram. “I tried twice and spent a lot of time, energy and money but was burnt by the industry’s challenges and the fact that I was a newcomer to the music business.”

Fieg continued, “I wanted to give my passion in music another shot.”

For his latest attempt, Fieg said via Instagram that he wanted to work with someone who could create a song “that could live as a soundtrack to spring” and to direct a video “that can showcase the artist and the product at the same time.” The creative for the video, Fieg explained, would involve a subway car that was flooded with flowers.

“Growing up in the ’90s, music videos were the number 1 source of inspiration for style and I always felt it was the greatest bridge of emotion to product,” Fieg wrote. “This was going to be the third try and it was worth fighting for.”

Fieg said the ideal artist to execute his vision was rapper Cam’Ron. “Cam was the perfect look and sound for spring and I pictured the colorful theme of the collection working perfectly with his aesthetic, Fieg said.

The first song from Fieg’s new music venture is “Last Stop” featuring Cam’Ron rapping over Swizz Beatz production. New York City radio icon Funk Flex debuted the song Sunday night on Hot 97.

This venture, Fieg explained, was made possible thanks to Cam’Ron, who connected him with music mogul Jonny Shipes to help “set up the entity so Kith Records could own the track and stream it on multiple platforms.”

“Last Stop” can be listened to now on streaming platforms including Apple Music, Spotify, Amazon Music and more.

The move into music is just the latest news to emerge from Kith in early 2024. For instance, the Kith for Bose Ultra Open Earbuds were revealed mid-January, which arrived at retail on Jan. 22 with a $300 price tag. Also last month, the company debuted Kith Loyalty, a loyalty program that offers a tailored experience and is only available via the Kith App.