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

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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

The post K-Way Reopens Milan Flagship and Expands to London Ahead of Fashion Week first appeared on The London Bell.