K-Way and Kappa have just unveiled a collaboration. We talked about this new collection with Lorenzo Boglione, vice president for sales of Gruppo BasicNet, which counts both K-Way and Kappa in its portfolio of brands
French outerwear label K-Way has joined forces with Kappa. The result of this collaboration is a collection of pieces fusing signature details from the two celebrated streetwear brands; K-Way’s Claude and Leon styles, as well as jumpsuits and tracksuit bottoms in black, orange and royal blue, are adorned with Kappa’s famous taping. Lorenzo Boglione, vice president for sales of Gruppo BasicNet, the parent company of both brands, tells us everything there is to know about the collection.
How did the collaboration between K-Way and Kappa come about?
We have conversations with brands and other companies on collaborations almost on a daily basis. We get a lot of requests from people asking to collaborate ... K-Way, like Kappa, is very careful in selecting these partnerships; there must really be a connection. Simply because these are two brands from BasicNet, wasn’t a reason to not do it; if Kappa approached K-Way or vice versa, we would immediately say yes, so why should we be afraid of collaborating? We chose to go forward with it and the result has been really successful.
How was the collection created?
The collection came out of internal experiments. We said, ‘why don’t we do a K-Way style with the Kappa logo stripe since both are iconic brands?’ We started doing some products and testing. It looked fantastic.
K-Way and Kappa are both brands that are synonymous with the 90s. Did this influence the collection?
Of course, streetwear and sportswear are currently very prominent trends in fashion. As a brand, K-Way is a little bit more contemporary, and Kappa is fully into the 90s and 80s vibes seen today. We thought it was a good idea to mix them and take advantage of the contemporary effect of K-Way and of sportswear to reach a broader network of people … and it’s working. The reaction on social media has been extremely positive.
K-Way classics Le Vrai Claude and Le Vrai Leon are revisited in the collaboration – tell us about the process of adding a Kappa twist to these styles.
It all came down to the fact that both brands have stripes. Kappa has its banda while K-Way’s stripe is part of the zip. At first we did some tests using only the Kappa banda on regular K-Way pieces, but it just looked like a normal tracksuit … it was a strange combination. That’s when we thought about trying to layer them on top of each other. Combining the two stripes really made sense, so we are now happy with the result.
What’s your favourite piece of the collection?
The jumpsuit is fantastic, even if it is a little bit more complicated to wear … and the Leon has always been a favourite, even before the collaboration. I’m a big Leon fan.
How many Le Vrai Leon styles do you have?
I’ve lost track … I give away a lot because I try them, I use them for a while and then there’s a new one. When the team does something new, I try it, wear it and give feedback before it actually comes out, when it’s still a prototype. I have so many jackets I don’t know what to do with them. Between the many shoes and jackets, it’s a nightmare.
K-Way has collaborated a number of times in the past – what’s so appealing about working with other brands?
When you collaborate you always try to create value, to add something. I really think that collaborations are part of a global evolution. Everything happens so fast that naturally you need to diversify. Look at the music industry; it has changed radically in the last 10 years, and today it’s much more rare to listen to a song by one artist on their own. Similarly, when you put two brands together, it becomes more interesting; it creates something extra.
Why did you decide to approach influencers such as Ari Petrou, Ceara Maya and Daniel Desmarais, among others, for the campaign?
You meet one, you know another … it was through contacts. When you get along with somebody, you want to work with them. We try and do things in an organic way, in a way that comes naturally. You don’t have to force collaborations. We really do the things that we like and with people who like to work with us. It was fantastic working with these guys. They are young, talented and fresh. They are still easy somehow, unlike those influencers who don’t have their feet on the ground any more.
More than 50 years after being founded, K-Way continues to be really relevant; why do you think that is?
A lot the brands that are very relevant today are at least 30, 40, 50, 100 years old ... Today people want authentic stuff and I believe that for customers the fact that these brands have been around for so long, is a certificate of authenticity. So, if you don’t mess up too much, being old is a good thing. But you can’t be vintage. You need modernity, freshness, technology paired with the communication of today, while also having people remember that you have been around for a long time. That’s what we think – we hope – customers want.
K-Way has recently gained a lot of traction. What does the future hold for the brand?
There’s still room to grow. I really honestly believe that we are just at the beginning.
K-Way, 21 rue du Temple, Paris, +33 (0)1 4024 1485