K-Way® x WECANDANCE

From 14 to 16 August, K-Way® set up shop 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.

At the heart of the Experience Market, K-Way® invited festival-goers to immerse themselves fully in the brand’s world with an interactive experience centred on a true K-Way® icon: Le Vrai 4.0.

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 unmistakable 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 icons.

Each designer was given the chance to create and personalise their own K-Way®, using the iconic Le Vrai jacket as their canvas. The result? Three unique interpretations in which K-Way®’s recognisable identity blends with the personal creative world of each designer.

By linking an iconic item with a new generation of Belgian creatives, K-Way® celebrated exactly what WECANDANCE stands for: fashion, music, creativity and self-expression, brought together by the sea.

^{K-Way® is a brand of the BasicNet Group, which also owns the brands Kappa®, Robe di Kappa®, Jesus® Jeans, Superga®, Briko®, Sebago®, Woolrich® and Sundek®. BasicNet’s leading brands are present in the market for sports and leisurewear, footwear and accessories. The company operates globally through an international network of entrepreneurs and brand licensees who manufacture or distribute the products. BasicNet provides its network with services in the areas of research, development, product industrialisation and global marketing. All business processes are conducted exclusively via the internet, making BasicNet a ‘fully web-integrated company’. BasicNet, headquartered in Turin, Italy, has been listed on the Italian stock exchange since 1999.}

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