K-Way, the French-born but Italian-owned sportswear label, has launched a new collab collection with rugby club Le Stade Français, known for a long-standing tradition of provocative campaigns and happening marketing.
Reviving old-fashioned or forgotten brands requires a set of certain skills – patience, respect for DNA, deep-pockets and real affection for a marque, which for some reason Italians seem particularly good at doing.
Milan Fashion Week Men's runs from 15 to 19 January, with an exclusively online and severely reduced calendar. Deprived of the majority of its stars, the event has bet on young talent and is introducing 10 new labels.
The next Milan Fashion Week Men is scheduled on January 15-19 and, as in July, it will mix virtual performances with physical catwalk shows. On the calendar, 37 shows, including 5 physical ones, and 7 debut labels.
Eyebrows were raised when Pitti first announced that K-Way, French sportswear label, was given a prestigious Pitti runway slot. But the naysayers proved wrong, as the marque staged a zippy collection in Florence.
The flags chosen as the theme of the Florentine menswear show, which opens on Tuesday, symbolise the diverse, international range of exhibitors of this winter session, featuring major names and special events.
In the first three months of the year, the consolidated revenue of the Italian sportswear group managed by Federico Trono was €74.6 million, thanks notably to the acquisition of its French distributor Sport Finance.