K-Way® picks the Merino way
For the first time, iconic outerwear brand K-Way® has developed and launched a coat range dedicated to Merino wool, thanks to a collaboration with Woolmark.
Founded in France in 1965, K-Way® is a brand of outerwear that soon became famous in Europe for its classic, lightweight, waterproof jacket that can be folded and stored in a small, wearable pouch.
The brand was acquired in 2004 by Italian company BasicNet, which has transformed K-Way® into a more upmarket brand with an expanded product range, although its products still feature the practicality and functionality for which the brand is well known.
K-Way® has reached such a popularity that it is included in the Italian dictionary as a term for a waterproof jacket.
K-Way® Merino wool collection
In a bid to reduce its reliance on synthetic fibres, K-Way® has chosen Australian Merino wool for a new range in its latest Autumn/Winter collection. Launched in November, the Woolmark-certified wool-rich collection features a men’s bomber jacket, a long coat for men and long coat for women, all of which give a nod to the unmistakable style of the iconic K-Way® rain jacket.
K-Way®’s partnership with Woolmark reinforces the brand’s commitment to innovation and the use of technical fabrics. The new collection is designed to highlight the inherent natural quality and performance benefits of Merino wool.
As well as being available to purchase online, the collection is available in stores in Italy, France, the Benelux region, Japan and South Korea.
Promotion of the collection
K-Way® store window in Bologna, Italy.
Italian influencer Luca Vezil (@lucavezil), who has 990,000 followers on Instagram, posting about the K-Way® Woolmark collaboration.
South Korean social media influencer YongJin Kang (@dei8ht), who has 580,000 followers on Instagram, showcasing the K-Way® wool-rich garment.
The collection has been promoted via a digital and social media campaign, with a promotion on the home page of the K-Way website, a special landing page where customers can buy the product, and a dedicated e-newsletter was sent to K-Way®’s quarter of a million subscribers.
There were also window displays in K-Way®’s flagship stores showcasing the products, the natural origin of the fibre, and the Woolmark logo.
“Woolmark's collaboration with K-Way® has created cutting-edge products that combine the practicality of K-Way’s designs with the natural properties of Merino wool,” said AWI Regional Manager, Central & Eastern Europe, Francesco Magri.
“The joint project has been successful in educating consumers about the performance benefits and eco-credentials of wool, built the reputation of the Woolmark logo and, importantly, driven sales of wool product.”
More information: www.k-way.com
This article appeared in the Autumn 2025 edition of AWI’s Beyond the Bale magazine that was published in March 2025. Reproduction of the article is encouraged.
