Master of weatherproof attire, this week marks the launch of K-Way’s first high tech store in London’s Covent Garden. Landing on Henrietta Street, the retailer will ditch traditional cash registers in favour of contemporary tech and tablets, ensuring K-Way lovers beat the queues and have the opportunity to learn all about their fave pieces right there on the spot. A full-scale roll-out of this “plug@sell” format will soon be seen in all K-Way stores, undeniably revolutionising the IRL shopping experience and helping it take on the ever-growing world of e-commerce.

The space also promises to be bursting with colour – ensuring that the store embodies the brand’s key creative elements (read: bright and bold). With a selection of pullovers, backpacks and the label’s hero lightweight jackets, the new space boasts the full K-Way Q1Q2 2017 SS17 collection. Prefer to remain digital? Shop it here.