BRAND IDENTITY

K-Way® is the waterproof jacket par excellence: classic, modern, technologic, functional and coloured. K-Way® collections include historic jackets with heat-sealed zip, that can be folded in a small bag and are made of waterproof, windproof, warm and breathable materials, as well as fashionable clothing and accessories, which feature the same characteristics of practicality and functionality.

HISTORY

The K-Way® brand was created in Paris in 1965. On a rainy day, clothes retailer Léon-Claude Duhamel observed as people rushed by in soaking wet clothes, with uncomfortable umbrellas in their hands. And he had an insight: creating a waterproof object that could be carried all times, but which was neither an umbrella nor a raincoat. Therefore a revolutionary jacket was born: lightweight, comfortable and completely waterproof, that could be folded in a small hip bag. This product was soon launched on the market and proved to be successful from the beginning: the first year, 250,000 pieces were sold. In 1970s many partnerships between K-Way® and various ski teams took place. In 1990 the brand was purchased by Superga and in 1993 it was transferred to So.PA.F. merchant bank. In 1999 it was acquired by Milan-based Multimoda Network. In February 2004 K-Way® was included in the BasicNet Group's brand portfolio. K-Way® has reached such a popularity that today can be defined as one of the few very well-known and legally recognised brands, included as an entry in the Italian dictionary.