French rainwear brand K-way has launched its first store in Japan, as part of its international growth strategy.
The store, located on Meiji-dori in Shibuya, features two floors and offers customers a range of outerwear, bags, and hats in well-known colours, as well as its luxury line “R&D.”
To coincide, the brand released a digital campaign called “Power of Color” for the 2022 Fall / Winter collection on its website. Japanese celebrities including Shuntaro Yanagi, Airu Kubozuka and Rina Fukushi were appointed as the collection’s models.
The K-way was established in Paris in 1965 by Léon-Claude Duhamel. The brand aims to provide lightweight, comfortable and completely waterproof jackets, which could be folded into a small hip bag.
The brand was acquired by the BasicNet Group, the parent of Kappa, in 2004 after previously being represented by distributors including Superga and Milan-based Multimoda Network.
In June, the brand said it would open its first Hong Kong flagship, scheduled for next month, in partnership with the Bluebell Group. The store will be located inside the Pacific Place shopping centre.