K-Way, the go-to fashion brand for adventure seekers and outdoor enthusiasts, is making its mark on the capital with the launch of its flagship store at 120 King’s Road in London later this month. This year marks a major milestone for K-Way. Fresh off a €190 million investment from Pereira, the brand is setting its sights on global expansion, kicking off with this highly anticipated London store. As part of its 60th-anniversary celebrations, K-Way is blending fashion with creativity by launching the ‘In Y/Our Life’ exhibition — a showcase of contemporary art set to debut in Milan during Fashion Week before travelling to London for Photo London, then moving on to Seoul and Paris.
“It’s a year of investment… of expansion…of opening many new stores,” says K-Way’s dynamic CEO, Lorenzo Boglione, who not only leads the brand but also serves as Vice President of BasicNet — the powerhouse behind Superga, Kappa, and Sebago. “We want to make it a real global brand, which we feel it deserves to be.” K-Way continues to push boundaries through bold collaborations with fashion heavyweights like Palace, Comme des Garçons, Woolmark, and Soeur Paris. solidifying its place at the intersection of style and functionality.
Designed by renowned architect Andrea Caputo, the London flagship is a masterclass in minimalist elegance. Spanning 120 m², the store seamlessly reflects K-Way’s core values: attention to detail, functionality, and timeless style. The clean, sophisticated space highlights the brand’s products with subtle flair, while dynamic displays with bold, colourful panels nod to the iconic rain jacket’s signature vibrant palette. To celebrate the brand entering 2025 with such monumental events for K-Way, Boglione states, “We are celebrating our birthday in a very different way. We are not celebrating with a big party, but with 15 brands that share a uniqueness. The artists we are collaborating with are also incredible.”
The flagship store’s launch complements the recent openings of Superga and Sebago, K-Way’s sister brands, which are also homed on King’s Road. Together, the trio of brands creates a vibrant lifestyle hub in London. Lorenzo Boglione, Vice President of BasicNet, shares his vision: “This new opening represents a pivotal milestone in our European expansion journey. Establishing a presence in London, a key hub of innovation and commerce, reinforces our commitment to the United Kingdom as a strategic market. This marks the beginning of an exciting journey to affirm our presence in Europe, as we strive to reach new milestones and strengthen our footprint across the region.”
Learn more about K-Way at k-way.com.



































