HISTORY

Paris, 1965.
A rainy day.
Leon-Claude Duhamel observes attentively as people rush by in soaking wet clothes.
It is on this day that K-way is born:
a light weight completely waterproof jacket folded in a small hip bag. Soon everyone begins to look to the practical jacket in nylon with enthusiasm, happy to leave the old umbrella at home. In the first year alone more than 250,000 pieces are sold. Perfected with time in terms of practicality and breathability, in 1970 the presentation of the new seasonal collection is met with great success.

The 1970s were characterised by the partnership between the K.WAY® brand and a large number of ski teams. After the quiet years of the 80s the brand was firstly bought back by the Italian company, Superga, in 1990, then it was taken over by the merchant bank SOPAF in 1993 and in 1999, it became part of the Milanese Multimoda Network.

In February 2004 K-WAY was acquired and became part of the portfolio of brands owned by the BasicNet Group.

K.WAY RELAUNCH & REPOSITIONING

For KWay, the latest additions to the BasicNet portfolio, a three-phase re-launch programme is under way.
- World Wide Licensing Agreement
- Integration in the BasicNet system.
- Consolidation and maximisation of World Wide distribution

World Wide Licensing Agreement
February 2004 saw BasicNet become the owner of the KWAY brand,

Integration in the BasicNet system
The great flexibility of the BasicNet system has allowed the integration of new assets in relatively short times.

Consolidation and maximisation of World Wide distribution
For the commercial expansion of the KWay brand WW the finalisation of the licensing and distributor agreement is under way.

Brand Positioning

Through the brand name K-Way the BasicNet group strengthens its position in the functional/sports activity segment of the market.
In people’s minds K-Way leads the way in Europe in adverse weather conditions.
Hence the ‘Let it Rain’ idea and the belief that wearing a K-Way will help you face the ordeals of everyday living.
Today is regaining its brand status as the Rain&Wind-Breaker.
Product
In keeping with the long-standing K-Way tradition two categories of rain-proof products and wind-proof have emerged:

K-Way Classic: includes a line of easy-to-use rain-proof and wind-proof products (full and mid-zip jacket, trousers, poncho and cap) characterised by the practical pocket/pouch which allows you to carry it easily.
The great choice of colours and the technical features such as the heat-seaming and the flap pocket Retro Zip makes them extremely practical .

K-Way Collection: includes a line of rain-proof and wind-proof products for urban use.
It is characterised by a vast choice of colours and appeals to young people thanks to its innovative cut and striking appearance.
The collection satisfies the clothing requirements of both men and women.

KWay's relaunch focuses on new technologies and a company fully integrated into the Internet: fast, streamlined but virtually present everywhere. A broad range of products, participation in prominent international fairs, an innovative press communication system, and active product placement complete the intense development effort now under way.