The banana… with K-WAY!

11 October 2021
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Invented in 1965, the coated nylon banana pouch that transforms in a second into a windbreaker with multiple colours was imagined by Léon-Claude Duhamel, son of a textile industrialist from the North of France. Red, yellow, blue and green made a remarkable entrance into the rather dull wardrobe of the French at the time, with sales of 250,000 pieces in the first year following the product’s launch.

The K-WAY became famous! It dressed the famous actress Sophie Marceau in popular French movie “La Boum” (“The Party)” in 1980, then the French team at the 1992 Albertville Olympic Games.

After a few more difficult years and when the brand became a generic name, new strategic insights from its directors allowed K-WAY to move upmarket and diversify, with the arrival of new clothes and more “trendy” accessories, as well as the signing of partnerships (and limited series) with fashion designers, creators and renowned brands such as Sézane, Marc Jacobs, Maje, l’Eclaireur, Kappa, AMI, etc.

Rejuvenated, more high range, iconic and even collector, the brand with the famous tricolour zip has become timeless and unmissable; it is now pursuing a dynamic commercial development throughout France, thanks to the involvement of Robert DODD* and his teams.

Special care is systematically given to the atmosphere and point-of-sale marketing of the 30 K-WAY boutiques and shops throughout France*, which have chosen the technology, ergonomics, modernity and exclusive, uncluttered design of AURES Technologies’ JAZZ point-of-sale terminals to support their brand image.

*Paris, Lyon, Marseille, Lille, Amiens, Bordeaux, Toulouse, Biarritz, Nice, Rouen, Metz, Clermont Ferrand, Le Touquet, Saint Malo, Granville, Reims, Montpellier, Arcachon, Angers, Rennes, Hossegor, Vannes, La Baule, Perpignan.

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