K-WAY: ON ITS JOURNEY TO MAKE US ALL FALL IN LOVE

words by ELIANA CASA

It all started on a rainy day in Paris in 1965. Watching a woman and her child wrestle with an umbrella, Léon-Claude Duhamel wondered: “Why should she struggle with something so impractical? There must be a better way.” His solution was a lightweight, waterproof jacket that could be folded into its own pocket: the first K-Way. Sixty years later, the brand has become a household name across Europe – so much so that “K-Way” has entered the dictionary as the word for a packable rain jacket. Today, as I sit down in Antwerp with Luca Lo Curzio, CEO of K-Way, over coffee after lunch, the occasion is not just the company’s 60th anniversary but also the opening of its first flagship store in Belgium.

image courtesy of K-WAY

“That’s how K-Way started—not from a market study, but from creativity,” Luca begins. And indeed, creativity remains at the heart of everything the brand does. On different occasions, Luca has defined K-Way as a “love brand”: “We are tied to art and design because creativity has always been at the center of this product,” he explains. That philosophy comes to life in “In Y-Our Life,” the anniversary exhibition retracing the brand’s six decades, from its archives to playful collaborations with Italian icons like Bialetti and Borotalco. In an era dominated by AI and digital experiences, I ask why K-Way chose art and design as its main medium. Luca doesn’t hesitate: “Because authenticity and coherence are what reward us. The goal was to let people rediscover the brand, to reconnect with something that has always been part of their lives.”  True to that principle, the exhibition was designed to be accessible to all. It has already traveled from Italy to London, and will close at Art Basel Paris—a symbolic destination for a brand with French origins and Italian ownership under BasicNet.

Luca’s background is less traditional than one might expect for the head of a fashion brand. His career began in consumer goods at L’Oréal, followed by stints in consulting, eyewear, and finally luxury fashion with Zegna and Jil Sander. What unites these experiences is not the industry, but his passion for brands themselves. “What fascinated me were always the brands—those that left a mark, that became part of people’s lives. It didn’t matter if it was cars, mineral water, or fashion. With K-Way, I immediately saw an iconic brand I grew up with.”

This blend of personal passion and professional expertise is now being amplified by the partnership between BasicNet, the entrepreneurial Italian family company, and Primera, an international private equity firm. “It’s the best of both worlds,” Luca notes. “The long-term vision and warmth of family ownership combined with the skills and resources for global expansion.”

How does a simple rain jacket remain relevant after six decades—especially with Gen Z? I ask Luca. “First of all, authenticity, because we’ve never pretended to be something else. People trust you when you’re real. Second is coherence, as every new step felt natural. Collaborations or launches always made sense, never a sudden shift. And lastly, a bit of courage, a belief that it could grow into something bigger.”

This careful balance has allowed K-Way to achieve a rare status: like Rollerblade or Chupa Chups, it has become synonymous with its product category. “Our audience is versatile. Someone who has a morning meeting, tennis in the afternoon, then an evening event without going home. They need something functional, but also expressive and colorful. That’s the K-Way lifestyle,” Luca explains.

That authenticity carries over into collaborations. While past projects have leaned into art and design, Luca admits his dream collaboration would be with LEGO: “It’s playful, colorful, iconic, and appeals to both children and adults. Just like us.”

Innovation, meanwhile, is guided by both performance and sustainability. K-Way has recently expanded into ski wear, where material performance is crucial. But Luca argues that the real key to sustainability is durability: “The best proof is when someone tells me, ‘I still wear my K-Way from 10 years ago.’ That’s true sustainability—not producing unnecessary waste.”

With Primera on board as a minority shareholder, K-Way is entering a new phase. “It’s about bringing more structure and resources for international growth, while keeping the family’s long-term vision,” Luca explains. “It’s stability and ambition combined.”

Looking ahead, Luca envisions K-Way not just as the go-to brand for rainwear and outerwear, but as a global lifestyle brand with presence in summer wear, sport, sailing, and design. “We sit at the intersection of fashion and activewear, not haute couture, but lifestyle active. That gives us a huge playground. In 10 years, I want K-Way to have the same recognition worldwide that it already enjoys in Italy, France, and Belgium. There’s still so much room to grow.”

And who knows - we might be welcoming K-Way in Amsterdam soon!

images courtesy of K-WAY