From the quiet streets of Burlington, Vermont, to the electrifying stage of New York Fashion Week (NYFW), Kelly Butts-Spirito has achieved what few from his hometown ever do—he’s built a brand commanding attention on one of the biggest fashion platforms in the world. Love Kelly Season 2, held at the Converse Flagship Store in Soho, wasn’t just another NYFW event; it was an immersive experience that blended fashion, music, and culture.
“It feels amazing,” Kelly said, reflecting on the success of the event. “I am so proud of this Season II show featuring Converse. I’m proud to be associated with such an iconic brand like Converse, and to be able to work with them on bringing my vision to life is a huge milestone for me and the brand.”
On September 9th, as models walked the runway, North Ave Jax, another Burlington native, performed live, creating a unique atmosphere that melded music with fashion in real-time. This synergy between Jax’s performance and Kelly’s designs was palpable, making the event feel like a celebration of the creative spirit that brought them both from Vermont to New York City. This blending of art forms is central to Love Kelly, where community and collaboration drive the brand’s success.
Since Kelly’s NYFW debut last year, he has grown not just as a designer but as a visionary. “I have grown so much as a designer since my NYFW debut last year. One specific thing I learned about design is doing less sometimes is more. I often find that my favorite designs are minimalistic,” Kelly shared. This evolution was evident in the collection, where simplicity met boldness through careful craftsmanship and design choices.
The runway was packed with standout looks, but none captured the attention of the crowd quite like those worn by Josh Richards and Yvngxchris. Richards, a social media sensation, donned a leather and wool varsity jacket paired with cotton-denim flared pants—Kelly’s modern twist on a classic look. “One of the special things about my brand is that we bring together unlikely partnerships,” Kelly said. “On the same runway roster, we could have an artist like Yvngxchris and simultaneously a TikTok star like Josh Richards. My goal with the brand is to create the world of Love Kelly that is completely unique and merges different communities together.”
Yvngxchris, the rising rap star, commanded attention in a full corduroy suit. The rich texture of the 12 oz corduroy fabric gave off an air of understated luxury while still staying true to the brand’s streetwear roots. His presence on the runway, alongside figures like Josh Richards, embodied the brand’s ethos of connecting fashion with music and culture.
Behind these iconic pieces was Milo Rubin, Kelly’s longtime collaborator and stitch work specialist, whose craftsmanship helped bring the collection to life. Milo played a key role in creating and managing the designs for Season 2, often working under intense deadlines to ensure everything was ready for the big night. “For Season 2, we started the process months earlier than last year,” Milo explained. “I helped with creating, editing and digitizing the designs. I made all the tech packs used to manufacture the garments, and I sewed a bunch of pieces for the runway. My job is to make Kelly’s ideas for the clothing come to life.”
Kelly’s designs for Season 2 drew inspiration from his unique upbringing, blending rural workwear with varsity prep aesthetics. “The message behind Season II was bringing together rural workwear outfits in combination with varsity city-type prep school outfits, paying homage to my upbringing,” Kelly said. “I spent my formative years split between Vermont, and I always felt torn between the different worlds I grew up in.”
Kelly’s journey from Vermont to the heart of NYC’s fashion scene has been fueled by a fierce sense of independence—a quality that remains at the core of Love Kelly. “Being independent is so important to me for two reasons,” Kelly explained. “The first reason is that I believe the future innovation of the industry will be independent creators being in control rather than corporations. The second reason is because creative control is so important to me. I want to be able to make my own decisions in regards to the future of my brand.”
This commitment to independence has shaped not just his designs but his approach to the fashion industry at large. For Kelly, staying independent isn’t just about creative freedom; it’s about redefining the fashion industry itself. “Growing up in a place like Vermont made me extra hungry to win because I recognize how rare opportunities in this lane really are,” Kelly said. This hunger has pushed him to defy the odds and forge his own path, carving a niche for Love Kelly in a space traditionally dominated by major brands.
Images courtesy of Love, Kelly
Kelly’s business partner, Kevin Garrison, was a driving force behind making Season 2 a reality. “We didn’t have much of a choice but to go all in,” Kevin said. “Once we saw the potential, it wasn’t about whether we could do it—it was about how to make it happen.”
As the show progressed, the energy and passion that Kelly, Milo, and the entire team poured into every stitch, every seam, was unmistakable. The presence of Josh Richards and Yvngxchris on the runway was more than just a celebrity endorsement—it was a reflection of Love Kelly’s ability to merge different worlds and create something that feels authentic.
For Kelly and his team, Love Kelly Season 2 was proof that staying true to your roots doesn’t mean thinking small. Whether you’re from Burlington or New York City, creativity knows no boundaries.
—Ryan Salfino
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