K-WAY® CONTINUES ITS BELGIAN STORY WITH NEW STORES IN GHENT AND BRUGES

November 2026 – Ghent and Bruges, put on your K-Way®! Following Knokke and Antwerp, the iconic French brand is further expanding its presence in Belgium. On 19 November 2026, a new boutique opens in Ghent. The opening in Bruges is also planned for the end of December. Two historic cities thus form the backdrop for the next step in K-Way®’s Belgian story.

It started with a rain shower

Paris, 1965. As passers-by try to protect themselves from the rain, Léon-Claude Duhamel has an idea: why not design a lightweight, waterproof jacket that you can simply fold up and take with you after the shower? Practical, colourful and always within reach. K-Way® is born.

With Le Vrai, that simple idea grows into a recognisable icon. More than sixty years later, protection, freedom of movement and adaptability still form the foundation of the brand. The collections evolve, but the idea remains the same: being able to move freely, whatever the day brings. Or, as K-Way® puts it today: ‘In Case of Anything’.

Continuing to grow, in the heart of the city

With the openings in Ghent and Bruges, K-Way® builds on its presence in the Belgian market. The expansion fits within the strategy of giving the brand a home in more Belgian locations and bringing it closer to local customers.

Belgium offers a fitting playground for this. City life and outdoor adventures are close together here, and an unexpected shower is never far away. In its own boutiques, K-Way® can bring its full story to life: from its Parisian origins and the iconic packable jacket to today’s versatile collections.

With their historic character, lively shopping districts and mix of residents and international visitors, Ghent and Bruges each offer a new opportunity to share the world of K-Way® with a wider audience. In Ghent, the brand finds a home on Brabantdam, near the Kouter. In Bruges, K-Way® welcomes visitors on Steenstraat, a stone’s throw from the Grote Markt. Two central addresses where the brand wants to become part of local life and build a connection with the city and its visitors.

Behind the blue façades

The recognisable K-Way® blue gives the new boutiques a distinctive character. Inside, you will discover collections for women, men and children, complemented by an extensive range of accessories: from bags and backpacks to caps and suitcases. For everyday journeys, small outings and grand travel plans.

Of course, Le Vrai is also part of the line-up: the iconic, lightweight, packable jacket that started it all. The stores also offer plenty of space for new favourites that bring functionality and contemporary design together.

We cannot promise good weather. But we can promise two colourful new chapters!

Practical information

Ghent
​Address: Brabantdam 11, 9000 Ghent
​Opening date: 19 November 2026

Bruges
​Address: Steenstraat 3, 8000 Bruges
​Planned opening: end of December 2026

^{ABOUT K-WAY
​K-Way® is a brand of BasicNet Group, which also owns the brands Kappa®, Robe di Kappa®, Jesus® Jeans, Superga®, Briko®, Sebago®, Woolrich® and Sundek®. BasicNet’s leader brands are present in the sports and leisure apparel, footwear and accessories market. It operates worldwide through an international network of entrepreneurs, licensees of the brands, which produce or distribute the products. BasicNet offers to its network services of research, development, industrialization of the products and global marketing. All the company processes occur only through the Web, making BasicNet a “fully web integrated company”. BasicNet, with headquarters in Turin, Italy, is listed at the Italian Stock Exchange since 1999.}

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