Kith Treats

Soft serve first, cereal over the top

The order is soft serve with cereal in it. Kith Treats West Hollywood runs a short frozen menu built for mixing: soft serve in a cup, a milkshake, or a bowl, with cereal folded through or scattered across the top. The cereal bar is the format Kith Treats uses across its locations, and this is the version attached to the brand's Sunset Boulevard flagship. It arrived with the lower level of the Los Angeles store in 2021 and became more prominent when the flagship was redesigned and expanded in 2024. Cereal supplies the flavour, the texture and most of the nostalgia, which is why the counter needs so little else on it. Nothing about it is a bakery. There is no pastry case, no laminated dough and no bread, and the counter is happier for the narrowness.

A dessert counter inside a fashion flagship

The counter sits on the retail floor rather than in a room of its own, which is the entire idea: dessert as part of the store. Kith founder Ronnie Fieg built the brand on collaboration, and Treats runs on the same logic, with cereal and soft serve combinations put together under the names of artists, athletes and other figures the brand works with. Service is quick and counter-led. You read the board, pick a combination or build your own, and carry it back out into the shop. Anyone arriving in search of espresso and a croissant has the wrong address, and anyone arriving for something cold and nostalgic has the right one.

Order a named combination, then build your own

The most useful first order is one of the named combinations, because that is where the counter's point of view lives: a specific cereal set against a specific soft serve, chosen by someone the brand has worked with, rather than a flavour list to browse. Building your own is the natural second visit. Keep the base plain and let the cereal carry the flavour and the texture, which is what the format is designed around. Milkshakes take the same combinations in drinkable form, and a bowl is the choice when the cereal should stay crunchy on top rather than dissolve into the milk. Treat it as a nostalgia order rather than a pastry one: quick, cold, sweet and finished before you have walked out of the store.