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Windbreaker brand K-Way taps into a hip new market with R&D line WHIO TV 7 and WHIO Radio

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MILAN — (AP) K-way, the French-Italian brand synonymous with windbreakers, is getting into luxury fashion with its first live show on the closing day of Milan Fashion Week.

The Milan-based brand has established itself in the space with collaborations for fashion houses such as Fendi and YSL, DSquard2 and Comme des Garçons. But he is also looking for his own profile on the streetwear/sportswear scene under the direction of designer Monica Gamerboni.

The men’s and women’s combo collection for upcoming fall and winter that premiered on Monday uses premium materials, including treated and colored recycled sheepskin for vibrant jackets and pants with a sexy sheen. Recycled nylon was used for quilted garments and down jackets filled with recycled feathers. The technical wool for the knitwear came in part from the top producer Loro Piana.

Dubbed R&D, for research and development, the collection is strong in both style and technical experimentation that departs from the brand’s heritage as a maker of high-quality windbreakers and jackets, founded in Paris 57 years ago but long in Italian hands.

Marketing vice president Lorenzo Boglione, whose family controls parent company BasicNet, said he expects many of the looks seen on the catwalk to hit stores, and attendance at fashion weeks has helped the brand position the new line with consumers.

We still want to twist and interpret our iconic product, but we don’t want to become a fashion company, he said. We are a sportswear company. But we want to be contemporary and modern, and that also means being on those kinds of stages.

K-Way took the first step two years ago by showing up at the Pitti men’s shows in Florence in January 2020, just before the pandemic hit. Last year, he presented a digital presentation during Milan Fashion Week.

The silhouette for next winter has a youthful appeal. It featured cropped shearling hooded jackets with utility pockets in a shimmering, vibrant orange worn with slim yellow trousers with zip detailing to the hem; leather mini-skirts or midi-skirts with matching puff-sleeved jackets with shearling details; and long quilted skirts with cropped nylon jackets. The knits can be oversized or slim, sometimes sporting the season’s motif, the diamond.

This season’s anoraks are loose, almost flowing like dresses, and the famous pocket for storing the jacket is hidden.

This R&D label gives us the ability to go beyond our classic or standard looks, Gamerboni said. K-way is even more sporty in spirit than in the sport itself.”

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