Sharifa Murdock is a Trinidadian American fashion, business, and lifestyle expert from Brooklyn, NY. In her youth, Sharifa harbored dreams of becoming a dancer, inspired by the dynamic performances by the Fly Girls—particularly Jennifer Lopez—on ‘90s television show “In Living Color.” Growing up amidst Brooklyn’s vibrant fashion culture, she was drawn to brands like Guess and Polo Ralph Lauren, instilling in her a passion for style and the determination to work for the things she desired.

A track athlete in high school, she graduated six months ahead of her peers at Abraham Lincoln High School in Coney Island. She gained valuable experience early on while working at McDonald’s for almost three years and another two at Key Food, solidifying the strong work ethic that she learned from her parents and that would define her path. Her father was a military man who served in the Air Force.

Despite challenges in fashion school at Johnson & Wales, due to its size and her dyslexia, Sharifa’s relentless determination led her to Wood Tobé-Coburn where she earned an associate degree with an outstanding 4.0 G.P.A.

A turning point in Murdock’s career occurred when she joined Atrium at 16 years old and quickly rose to become one of their best salespeople. Guided by the mentorship of Sam Ben-Avraham, who later became her business partner, she started working in trade shows at 23. Their relationship later led to the co-founding of Liberty Fairs and PROJECT, marking a groundbreaking achievement for Murdock as the first Black woman to own a fashion trade show.

How has your upbringing in Brooklyn shaped your perspective and approach to your career?

Growing up in Brooklyn had a profound impact on my career perspective. Initially, my journey was a solo one, devoid of guidance, until I crossed paths with Sam Ben-Avraham and joined Atrium. While my parents instilled in me a strong work ethic, it was Sam who became my guiding force in understanding fashion and honing my craft. His empowering words, “You can do this,” and hands-off approach became pivotal in shaping my approach to the industry, fostering independence and confidence in my capabilities.

What advice would you offer to individuals seeking a mentorship, based on your own experience with Sam Ben-Avraham?

Seeking opportunities is important, but there’s also value in allowing opportunities to find you organically. Building genuine relationships is crucial; people are more willing to invest their time once a strategic connection is established. I was fortunate to meet Sam during a pivotal point in his career, and the mentorship he provided was invaluable, offering insights into the fashion industry and serving as an inspiration to witness his growth. I’ve taken cues from him, immersing myself in the fascinating experience of watching someone I admire evolve.

How has your previous work with other brands influenced or transformed your approach since taking on your current role?

While my earlier experience involved tradeshows and connecting with diverse individuals, Kith operates at the pinnacle of its market. The nuance of working here is entirely different, and I find immense satisfaction in my role as Chief Impact Officer, enabling me to give back to the community.

What sets Kith apart is the alignment in vision, particularly with Ronnie [Fieg], making it a joy to contribute to a brand that shares my commitment to community impact. The tradeshows represented one chapter in my career, and my role at Kith marks a transformative moment, allowing me to channel my energy into meaningful community initiatives.

Can you elaborate on how your role at Kith is directly impacting and benefiting the employees within the organization, and what is the overarching intention for internal growth?

My impact at Kith is direct and meaningful, focusing on the well-being and growth of our employees. We initiated “The Set” upon my arrival, an employee-led program shaped by their feedback. With a designated president, vice president, and budget, it offers a range of monthly initiatives, including mental health awareness activities like yoga, sound baths, and meditation. We also foster camaraderie through things like art classes and bowling. For stores outside New York, our nonprofit The Kinnect Foundation takes center stage. Each store has a Kinnect lead and we collaborate to discuss and fund various community, education, and social impact initiatives. For instance, our Global Earth Day initiative saw all stores and our HQ actively involved in cleaning parks and beaches.

Regarding internal growth, it’s flourishing at Kith. The staff in our corporate office often began their journey in our stores. An illustrative example is a talented young lady under my guidance, who started in the store and now oversees all social media for our nonprofit. Another inspiring story is a woman I’m currently looking at, who started on our stock team as an associate, climbed to a lead position, and has now transitioned to the corporate space. We actively engage with our team members about their aspirations; one individual aimed to move to Los Angeles, and we facilitated his transfer to a store there, enabling him to realize his dream on the west coast. The commitment to internal growth is palpable and yields remarkable results.

What is the strategic process that you and the Kith team employ when seeking out new partnerships?

The strategic process for seeking new partnerships at Kith varies based on the context. For social impact work, I emphasize supporting underdog nonprofits, forging connections with organizations where I can personally know and speak to the people involved. Unlike larger companies that often pursue grandiose initiatives, we prioritize building long-term relationships over just financial contributions. Our intentional approach is evident in the repeated collaborations we undertake with these organizations. Take, for instance, our Black History Month collaboration, now entering its fourth year. It’s not just about financial support; it’s about providing exposure for the artists and ensuring they are represented authentically.

Ronnie’s passion for food, particularly Sadelle’s, led to their presence in our Miami Design District store. This decision was driven by a desire to offer an experience that goes beyond fashion—an intersection of food, dessert, and lifestyle. At Kith, the brand is more than clothing; it embodies a lifestyle, and our partnerships are a thoughtful extension of that ethos.

In your role, how do you measure the impact of your initiatives or collaborations, and what metrics or indicators are most important in this assessment?

Measuring the impact of initiatives or collaborations isn’t strictly defined by benchmarks with Ronnie, just as it wasn’t with Sam. Ronnie appreciates and acknowledges the impact of our work, often expressing his admiration for what we achieve. His presence during experiences in New York allows him to witness the real-time impact and engage with the people we work with. Personally, my approach involves a continuous commitment to exceeding expectations and one-upping myself. I prioritize the initial response from our partners, seeking to overcompensate because they deserve the best.

During my recent visit to Miami, I had the opportunity to connect with a formidable non-profit called “Girl Power,” focusing on the plight of trafficked inner-city girls in Miami—a prevalent issue that often goes unnoticed. Following a discussion with them, I reached out to some friends, including Alani Noelle, known for her remarkable style, and shared my passion for the cause. She immediately expressed her enthusiasm, and in just three weeks, we received an overwhelming response of 40 boxes of clothing donations. This collective effort allowed us to organize a full-fledged fashion show featuring 25 girls, contributing to Girl Power’s fundraising initiatives. In this context, I’m not driven by numbers but rather by the authenticity and impact of our actions for these organizations.

I want to take a moment to highlight Ronnie Fieg’s instrumental role in my journey. His belief in me and the opportunity he provided allowed me to be the first person at Kith to have a significant impact, all without an abundance of checks and balances.

How has the experience of motherhood impacted your professional role, and how do you navigate the balance between personal and professional responsibilities?

The experience of motherhood has brought a significant shift to my professional role. After giving birth, I initially continued to operate at the same pace as before, but my son’s presence has granted me the power to say no. In the fast-paced environment, there’s often a pressure to say yes and attend every function, but I’ve learned that it’s not necessary. My work speaks for itself, and I prioritize my family, which is now the most important aspect of my life. In terms of balancing personal and professional responsibilities, I’ve established a routine as an early riser, waking up around 4 a.m. every morning. Having a supportive network of close friends, coworkers, and my sister-in-law who runs Elite Prep daycare in Ocean Hill, Brooklyn, alleviates concerns about leaving my child with a stranger. My best friends and co-workers, who are also like friends, play a crucial role in keeping me grounded. Having people around is essential, and I believe it’s a crucial support system that women need when navigating the responsibilities of motherhood.

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