Turin, October 31 – Once again this year, K-Way^® confirms its presence in the world of art and cultural promotion with its longstanding sponsorship of the Artissima fair. For the thirteenth consecutive year, the ultimate rainwear brand – classic, contemporary, technological, and functional – will be present at one of Italy's leading contemporary art fairs, now in its 31st edition. The event is supported by prestigious institutions such as the Ministry of Culture, the Fondazione Torino Musei, the City of Turin, and the Piedmont Region. It will take place from November 1st to 3rd, 2024, in the Padiglione Oval at Lingotto Fiere in Turin. 

This year, K-Way^® will customize the staircase leading to the VIP Lounge with its iconic tape colors – blue, orange, and yellow – and, continuing the tradition from previous editions, will provide gallerists, collectors, and VIPs with a personalized shopper. In addition, a special version of the famous Le Vrai 3.0 sleeveless jacket will be offered to fair operators, ensuring they can navigate the event with both style and functionality.

The collaboration between K-Way^® and Artissima exemplifies how the brand, beyond being a fashion icon, embraces the language of contemporary art, promoting creativity and innovation. The Turin event is an opportunity to celebrate not only art but also the fusion of aesthetics and functionality, thanks to the synergy between two local entities that, coming together in their urban context, continue to inspire a global audience. 

Artistic engagement and promotion: these are the key concepts that drive Artissima. This ambitious and vibrant project brings the city of Turin to life throughout the weekend, with special activations involving its cultural institutions and most prestigious museums. Among them, Gallerie d'Italia, the Fondazione Sandretto Re Rebaudengo, and the Museo Regionale di Scienze Naturali: some of the most emblematic artistic venues that open their doors in conjunction with Artissima, offering visitors three days filled with events and opportunities to discover and immerse themselves in contemporary art.

The BasicNet Group, already present at Artissima from 2007 to 2011 with the Kappa^® and Robe di Kappa^® brands, reaffirms its commitment to contemporary art and confirms K-Way^® a s t he l ongest standing sponsor of Artissima. 

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K-Way^® is one of the brands owned by the BasicNet Group, which also holds Kappa^®, Robe di Kappa^®, Jesus^® Jeans, Superga^®, Sabelt^®, Briko^®, and Sebago^® — leading brands in apparel, footwear, and accessories for sports and leisure. BasicNet operates globally through a network of entrepreneurs who, under license, produce or distribute the Group’s branded products. BasicNet provides them with services related to research and development, product industrialization, and global marketing. All business processes are carried out exclusively via the internet, making BasicNet a "fully web-integrated company." BasicNet, headquartered in Turin, has been listed on the Italian Stock Exchange since 1999.