The story of K-Way is inseparable from the Krawitz family’s vision for Cape Union Mart—a blend of determination, foresight, and an unwavering commitment to doing things properly. What began as a small factory acquisition in 1981 has evolved into one of South Africa’s most beloved and trusted outdoor brands.

Humble Beginnings, Bold Vision

In 1981, Arthur Krawitz acquired a factory to support Cape Union Mart’s uniforms division. Almost immediately, the products produced at the new facility began to gain traction. Built for durability and functionality, early K-Way items quickly earned a reputation for performance. Their triangular logo—now symbolic across generations—became a mark of reliability and quality.

Under the leadership of Philip Krawitz, who took over Cape Union Mart in 1970, the K-Way brand expanded significantly. Despite its growth, the brand remained rooted in the family’s commitment to authentic craftsmanship and local manufacturing. Today, K-Way stands as an emblem of technical excellence and proudly South African innovation.

A Turning Point: The 2010 FIFA World Cup

K-Way’s trajectory shifted dramatically during the 2010 FIFA World Cup. Visitors arrived expecting mild weather, only to be greeted by a biting winter. K-Way puffer jackets were snapped up at record speed, and global exposure for the brand surged. This pivotal moment cemented K-Way as a household name within South Africa and introduced it to countless global travellers.

Built on Authenticity and Performance

Despite its broadened reach, K-Way has never compromised on performance.

“The objective was always that the brand is rooted in authenticity. K-Way has kitted countless adventurers climbing Kilimanjaro and trekking to Everest Base Camp, and the brand’s reputation still rests on genuine technical capability.”

Martine Vogelman, Strategic Brand Director at Cape Union Mart and fourth-generation family member, reinforces this commitment:

Whatever the terrain—mountain summits, icy winds, or bustling city streets—K-Way remains dedicated to delivering products that truly perform.

Balancing Technical Expertise With Modern Style

As fashion and function increasingly overlap, the rise of gorpcore has brought new relevance to outdoor-inspired clothing. K-Way has embraced these trends thoughtfully.

“The brand is very influenced by fashion. We remain true to who we are, but within those parameters there’s space for experimentation with more fashionable styles. But this is never at the expense of the technical performance that has made us famous.”

Vogelman notes

This delicate balance has kept K-Way both contemporary and authentic.

Expanding the Family: Supporters, Kids, and Travel Innovators

K-Way’s growth over the decades has been powered by mindful expansion rather than opportunistic ventures.

K-Way Supporters Club

Its newest initiative celebrates South African sporting culture, creating a community-driven platform that connects the brand to national pride.

K-Way Kids

Introduced in 2007, K-Way Kids started as miniature versions of adult gear and has since grown into full-fledged ranges designed specifically for children and teens.

Travel & Commute Range

Perhaps one of the fastest-growing divisions, K-Way’s travel gear combines innovation with practicality—including the world’s first self-weighing hard-shell luggage, designed to ease the anxiety of modern travellers.

A Brand That Builds More Than Products

For the Krawitz family, K-Way has always been about more than commercial success.

“Feeding passions, improving lives – this is the Cape Union Mart Group’s purpose. Through K-Way we feed South Africans’ passion for the outdoors, for travel and for adventure, and we do so not by importing products, but by localising production, growing the South African economy, and creating meaningful employment.”

says Vogelman

Each jacket, bag, and piece of gear represents not just craftsmanship, but also community upliftment and local pride.

A Cultural Icon of South African Identity

K-Way has become woven into national identity—found at airports, on mountain trails, at rugby stadiums, and in classrooms. The familiar joke about recognizing the SAA counter by the cluster of K-Way jackets speaks to just how deeply the brand has embedded itself into everyday South African life.

More than a clothing line, K-Way represents preparedness, exploration, and the belief that local capability can stand proudly on a global stage.

Crafted With Pride, Worn With Purpose

K-Way proves that South African manufacturing can compete with—and exceed—global standards. It is a lesson in vision, perseverance, and the power of local craftsmanship. Whether summiting distant peaks or exploring the natural wonders at home, South Africans carry with them not just technical protection, but a piece of national heritage.

After four decades of doing things the K-Way, one truth remains: adventure always feels better when you’re wearing South African pride.