K-Way
| Company type | Brand |
|---|---|
| Industry | Apparel, Waterproof clothing |
| Founded | 1965 in northern France |
| Founder | Léon-Claude Duhamel |
| Fate | Acquired by BasicNet SpA in 2004 |
| Products | Waterproof apparel, nylon windbreaker jackets |
| Owner | BasicNet SpA |
K-Way is a brand specializing in waterproof apparel, best known for its nylon windbreaker jacket that can be folded into a compact pouch. This innovative design was created in 1965 in northern France by Léon-Claude Duhamel. After experiencing a decline, the brand was purchased by the Italian firm BasicNet SpA in 2004, which revitalized it by broadening its product line and repositioning it as a stylish item. The name "K-Way" has become closely associated with this style of rainwear.
History
The origins of K-Way trace back to 1965, when Léon-Claude Duhamel, from a family with roots in textile production, introduced a novel concept inspired by a lightweight, packable rain garment and a new coated nylon material sourced from Belgium. Duhamel designed a foldable windbreaker characterized by vivid colors and a distinctive zipper, initially marketed under the name "En-cas," accompanied by a separate carrying pouch.
In 1966, the brand adopted the name "K-Way," a change driven by marketing strategies aimed at conveying an international and American-inspired lifestyle appeal. The product rapidly gained traction, achieving sales of 250,000 units within its first year and continuing to grow steadily.
After the passing of Léon Duhamel in 1968, Léon-Claude along with other family members expanded the enterprise. By the 1970s, K-Way had become commercially successful, with annual sales exceeding two million items and collaborations with the French Alpine ski team to create winter sportswear. The brand reached peak visibility in the early 1980s, aided by media exposure such as Sophie Marceau wearing K-Way in the movie La Boum.
In the mid-1980s, plans to sell the company to Blue Bell were halted by intervention from the French government. Internal disagreements led to leadership changes in 1985. Attempts to penetrate the U.S. market were unsuccessful, and from 1988 onwards, sales and profits declined due to increased competition and market saturation.
Facing financial difficulties, K-Way was acquired by Pirelli in 1991. Following a factory fire in 1992, manufacturing was moved overseas. Despite having sold 45 million units since its inception, revenue plummeted from 500 million francs in 1992 to 100 million by 1996 amid growing competition from Asia. Efforts to diversify into premium clothing lines met with limited achievement. In 1996, control of the brand passed to Italian bank Sopaf.
The purchase of K-Way by BasicNet SpA in 2004—also owner of brands such as Kappa and Superga—marked the beginning of its resurgence. Relaunch initiatives started in Italy before expanding back into the French market by the late 2010s, reestablishing K-Way as a fashionable waterproof outerwear label aimed at international consumers.
Popular culture
The navy blue K-Way jacket gained popularity among youth following its appearance on Sophie Marceau’s character in the 1980 film La Boum.
In 1993, comedian Dany Boon created the well-known sketch Waïka, featuring the phrase: "It's waterproof but inside you're soaked through," which played on K-Way’s reputation.
See also
- Jacket – garment