K-Way® at the beach

This summer, K-WAY® is extending its international outdoor narrative to the Belgian coast. With a partnership with WECANDANCE as the centrepiece, the brand is bringing its distinctive identity to life in a setting where fashion, music and the outdoors come together.

From 14 to 16 August, K-Way® set up camp on Zeebrugge beach for WECANDANCE. The brand brought its signature blend of functionality, creativity and playful energy to one of Belgium’s most unique summer festivals.

Ready, set... K-WAY®!

Throughout the weekend, visitors could test their speed during the K-Way® Speed Challenge. The task was simple: take the iconic Le Vrai 4.0 out of its compact pouch and put the jacket on as quickly as possible. The fastest participants went home with great K-Way® prizes, whilst the challenge generated plenty of enthusiasm and healthy competition.

Festival-goers could also capture their WECANDANCE moment in the specially designed K-Way® Photo Booth. It was the ideal spot to create a lasting memory of the festival weekend with friends, all in that recognisable K-Way® style.

Three talents. Three visions. One icon.

Especially for WECANDANCE, K-Way® also invited three Belgian talents: Josefien Weyns, Conrad Janssen and Anais van Oeckel. They were given carte blanche to unleash their creativity on one of the brand’s iconic pieces.

K-Way® will also be visible outside the festival grounds. A fully branded electric shuttle and golf cart will enhance the brand experience on the coast and ensure that the recognisable K-Way® identity is present even beyond the festival grounds.

The Belgian campaign forms part of a wider European summer narrative. In Marseille, K-WAY® is collaborating with the Noctilio Boat, where the Mediterranean outdoor experience takes centre stage. In Italy, the brand is present through a partnership with Wake Paradise Milano and at the Polifonic Festival in Puglia, followed by All Points East in London.

In this way, K-WAY® is increasingly positioning itself as more than just an outerwear brand: a brand that brings together the outdoor experience, culture and lifestyle.

For further information, please contact:

Sofie Loffens
​Sofie.Loffens@fashionclub70.be
​​ ​ ​ ​

Jos Vandenbulcke
​Jos.Vandenbulcke@fashionclub70.be