K-Way has reopened its flagship store in Milan and plans to launch a new location in London as part of its expansion. The brand is preparing for a showcase at Milan Fashion Week to celebrate its 60th anniversary, emphasising its affordability and iconic status after selling a stake to Permira.
K-Way has recently reopened its flagship store in Milan following extensive renovations. Lorenzo Boglione, vice-president of BasicNet, highlighted the brand’s iconic status in Italy as synonymous with outdoor wind-breakers. As part of its 60th anniversary celebrations, K-Way will showcase at the Milan Fashion Week in February, presenting a runway show and an exhibition at the Permanente Museum alongside other globally recognized brands. Additionally, a new store is set to open on King’s Road in London, marking the start of K-Way’s European expansion plan and reaffirming the brand’s commitment to remaining affordable despite recent investments in luxury.
K-Way is an Italian sportswear brand famous for its lightweight jackets, which are considered essential outdoor wear for children in Italy. The brand underwent a change in ownership last October when BasicNet sold a 40% share to Permira, reflecting a strategic shift towards greater global presence. K-Way is celebrating its 60th anniversary this year, underlined by a series of initiatives including participation in Milan Fashion Week and the unveiling of a new flagship store. The focus remains on maintaining its iconic, user-friendly appeal despite potential upscale shifts.
K-Way is not only rejuvenating its presence with a flagship store in Milan and a planned opening in London but also embracing its heritage by celebrating its 60th anniversary at Milan Fashion Week. The brand’s commitment to affordability and iconic status in the outdoor clothing market remains strong, as highlighted by Boglione’s emphasis on the need to retain a democratic style amid luxury investments.
Original Source: ww.fashionnetwork.com