K-Way windbreaker brand taps hip new market with R&D line | Lifestyles

MILAN (AP) — K-way, the Franco-Italian brand synonymous with windbreaker, is stepping into luxury fashion with its first live runway show ever on the closing day of Milan Fashion Week.

The Milan-based brand has been edging into the space with collaborations for such fashion houses as Fendi and YSL, DSquard2 and Comme des Garcons. But it is also seeking its own profile in the streetwear/sportswear scene under designer Monica Gamerboni.

The combined men’s and women’s collection for next fall and winter that was shown Monday uses high-end materials — including upcycled sheepskin treated and colored for vibrant jackets and trousers with a sexy sheen. Recycled nylon was used for quilted garments and recycled feathers stuffed puffer jackets. Technical wool for knitwear was partially sourced from top producer Loro Piana.

Dubbed R&D, for research and development, the collection is strong on both styling and technical experimentation that departs from the brand’s heritage as the maker of high-quality windbreakers and jackets, founded in Paris 57 years ago but long in Italian hands.

Marketing vice president Lorenzo Boglione, whose family controls the BasicNet parent company, said he expects many looks seen on the runway will hit the stores, and that participation in fashion weeks has helped the brand position the new line with consumers.

Source link

Leave a Reply

Your email address will not be published.