Kappa Brand Identity 2009 - ENG

The evergreen logo of the little figures is a point of reference for those wishing to dress in a dynamic and contemporary manner without renouncing the performance characteristics that are both typical of active sport and today distinguish two well-separated synergetic placings.  Kappa brand products are destined for a younger public, essentially under 25, for whom the need to externalise their cultural closeness to the sport played is very high.

Within this context, the brand competes at a worldwide level with the giants of the sector through a powerful differential element within the ambit of clothing.

Thanks to the organisational model of BasicNet, Kappa is considered one of the global brands with certain specific characteristics which make it: “smaller”, flexible, unconventional, competent, colourful and Italian – a sort of challenger.

The little figures are also part of the trademark and products of Robe di Kappa, a brand always placed in the casual and sports field with a more mature dynamic consumer, for the most part already active in the world of work; a sporty, informal style for those wishing to underline their modern and open attitude towards life.

The typology and wide range of Robe di Kappa products are ideal for stores or monobrand and total look corner shops.

“The origins”

It is the 60s and a consolidated textiles company, Maglificio Calzificio Torinese, senses that one of the consequences of the socio-cultural revolution of those years would be the birth of a new and enormous clothing market: the so-called casual or jeans and casual.  As a result, at the end of 1968 a new brand is born: Robe di Kappa, to meet the massive need of not only young people, to be able to freely communicate themselves, their own ideas and their tastes also through their style of dressing.

“Sport”

It is only at the end of the 70s, to be precise in ’78, that the Kappa Sport brand is launched.  Simplified since 1994 to Kappa, it is destined for that huge number of young people all over the world that, at that time, was starting to increasingly take up sport.

At the beginning of the ‘80s, Kappa is among the few companies to invest in the sports market through high profile international sponsorship.

Top European football teams and the American athletics team push the brand up among the leaders on the main international markets.

For Kappa the beginning of the ‘90s are the end of a successful development cycle that reaches its lowest point in 1994 with the collapse of the company that owned it and developed its business.

Since 1995 the Kappa and Robe di Kappa brands have belonged to BasicNet S.p.A. that, with an innovative business model has supervised reintroduction to the market through a global network of exclusive licensed enterprises that, using the integrated services provided by BasicNet, guarantee product distribution in over one hundred countries.