K-Way® turns 60, and to celebrate this milestone, the iconic brand invites the world to discover In Y/Our Life – The Hidden Side of Everyday Things, a global exhibition that explores the poetic side of the everyday. A journey that intertwines historical archives, design evolution, and artistic reinterpretation, inviting the audience to reflect on the hidden beauty of the objects that punctuate our daily existence
Words DOMENICO COSTANTINI
n 1965, K-Way® revolutionized wardrobes worldwide with the creation of the windproof and waterproof jacket, which soon captured the hearts of millions. Practical, functional, and easily foldable, the K-Way® jacket became an essential item for rainy days: a truly iconic alternative to the umbrella, more convenient and versatile. Over the years, while evolving, K-Way® has remained true to its essence: a classic yet contemporary garment, technological yet always functional. An indispensable element, it became woven into the fabric of daily life, synonymous with comfort and innovation.
To celebrate its anniversary, K-Way® has chosen to involve other iconic brands—symbols of everyday life—that have, for decades, entered homes and lives around the world: Bic®, Borotalco®, Borsalino®, Chupa Chups®, Bialetti®, Moleskine®, Pongo®, Polaroid®, Post-it®, Rollerblade®, Scotch™. Born as everyday products, these brands have become true symbols, contributing to the tapestry of our daily habits. In Y/Our Life is created to explore this invisible connection, revealing the poetry hidden behind the objects that accompany us every day.
The exhibition is not only a retrospective but also a genuine exploration of the poetry found in the seemingly mundane details of daily life. Images transform into ideas, ideas into reflections that uncover how even the simplest objects can shape and beautify our world. The artists involved in the project are some of the most visionary and brilliant voices in the contemporary scene: Francesca Casale, Serafin Gerber, Agostino Iacurci, Koo Jeong-A, Eva Jospin, Masha Leonenko, Tomáš Libertíny, Andrea Magnani, Emiliano Ponzi, Luisa Rabbia, Leanne Shapton, Patricia Urquiola, Olimpia Zagnoli. Each work, installation, and invention explores the hidden side of iconic objects, offering a unique and provocative reinterpretation of our daily lives.
In Y/Our Life is curated by Nova Express and Gianluigi Ricuperati and will open on February 25, 2025, at the Museo della Permanente in Milan, during Milan Fashion Week. During the event, K-Way® will also present its new collection in a dedicated fashion show. In the following months, the exhibition will continue its global journey, appearing at some of the most prestigious international art events: Photo London in May, Frieze Seoul in September, and Art Basel Paris in October.
The exhibition is divided into three main sections:
Happy When It Rains: A tribute to 60 years of K-Way®, a journey through the brand’s historical archives. Original objects, iconic pieces, and documents tell decades of innovation and change. Each item is a piece of the brand’s history, a silent witness to an era in which K-Way® redefined the concept of the waterproof jacket.
Everyday Icons: This section delves into the archives of the partner brands, offering a fascinating look at prototypes, advertisements, historical objects, and videos. Each exhibited piece is a testament to the continuous evolution of design, creativity, and innovation.
In Y/Our Life: The heart of the project, where thirteen artists from around the world reinterpret the hidden side of everyday objects through works and installations. Each creation is a unique reflection on the cultural and symbolic impact these objects have had in our lives.
In addition to the exhibition, In Y/Our Life will feature a series of talks, workshops, and interactive activities involving key figures from the contemporary cultural scene. The exhibition does not merely present objects but transforms into an invitation to reflect on our relationship with daily life and the objects that surround us.
K-Way® celebrates its 60 years by embracing the values of creativity, contemporary art, and innovation. With In Y/Our Life, the brand not only looks back at the past but also projects itself into the future, pondering how everyday objects can continue to inspire and connect us to an idea of hidden beauty within the daily routine.
