K-Way has reopened its flagship store in Milan and will celebrate its 60th anniversary with a fashion showcase in February. The brand plans a new store in London as part of its expansion strategy, focusing on maintaining affordable fashion despite new investments. K-Way will also be featured in an exhibition alongside other iconic brands during Milan Fashion Week.
K-Way, the Italian sportswear brand known for its iconic windbreakers, officially reopened its flagship store in Milan after a significant renovation. Lorenzo Boglione, the vice-president of BasicNet, discussed the brand’s evolution and its upcoming celebration of its 60th anniversary during Milan Fashion Week in February. The event will include a runway show and an exhibition at the Permanente Museum, showcasing K-Way alongside other brands synonymous with their products. With aspirations for international expansion, K-Way plans to open a new store on King’s Road in London. Boglione emphasised K-Way’s commitment to remaining an affordable brand, despite recent investments aimed at increasing its luxury appeal.
K-Way is a long-standing brand in Italy, primarily known for its distinctive windbreakers which have become staples for outdoor enthusiasts. The brand’s recent partnership with investment firm Permira has raised questions about its future direction. As it marks its 60th anniversary, K-Way is focusing on enhancing its brand image while maintaining affordability. The brand will be featured in an exhibition during a significant fashion event, showcasing its cultural relevance alongside other iconic brands.
K-Way’s reopening of its Milan flagship and plans for an exhibition during Milan Fashion Week reflect its strategy to reinforce its brand identity while celebrating its heritage. The upcoming London store will kickstart K-Way’s international expansion, staying true to its roots as a fashionable yet affordable choice. As it continues to balance luxury aspirations with its core principles, K-Way seeks to remain a beloved option for consumers.
Original Source: us.fashionnetwork.com