That surfing has been a trendy discipline for a few years is not really new, but that Fashion with a capital M is interested in it is something else!
K-WAY: THE NEW SURFWEAR BRAND
We know the hippie surfer, dressed cool, with salty hair…. Not always sexy!
Why not combine surfing and chic?
That’s the idea we had with the K-Way brand when we started our partnership in 2020.
When we think of surfing clothes, we immediately think of brands that first produced wetsuits and other surfing accessories such as Rip Curl, Roxy, Quiksilver, Billabong and so on.
Other brands decided to diversify in the other direction: already experts in clothing, they went after the surfing niche.
Not necessarily by making a line of clothes dedicated to surfing but by positioning their brand as being “outdoor”.
This was the strategy of the K-Way brand in 2020.
This is where the partnership between the brand and the surf school Hastea started.
THE BENEFITS OF WEARING K-WAY BEFORE, DURING & AFTER SURFING
K-Way is the iconic brand from our childhood. Everyone wore a K-Way.
Practical with its system of folding on itself and storing in a banana, the K-Way was our ally when it came to protecting ourselves from the wind and rain.
Thanks to the takeover of the brand a few decades later, the K-Way is now positioned as a “top-of-the-range” product and the brand’s range is no longer limited to a single product but to a range of waterproof clothing.
Ideal to wear in all the surfing capitals, and especially Biarritz.
In Biarritz, for example, K-Way has become a real uniform!
A swimming costume to put on under your wetsuit for surfing, a towel, a good sweater, a windbreaker and a hat to warm up afterwards.
And all in style!
K-Way’s positioning is chic but relaxed and perfectly suits the new surfers of the last 5 years.
No, surfing is not just roots and hippie, surfing can also be chic and trendy (but not too much).
The advantage is that there is something for everyone!
