Throughout the 70s & 80s K-Way introduced a range of French adverts for the Pac A Mac. The adverts highlighted the ease of use of the Leon Claude Duhamel born design for an assortment of activities from sports, outdoor activities to school trips for children. The French connection was very strong with the brand, however it was the Casual subculture connection that saw the brand find a new home on the terraces of the UK. Areas like Liverpool & Manchester championed the cagoule style throughout the late 70s and early 80s. Brands like Lacoste, Peter Storm, adidas & K-Way became staple cagoule brands’ for the young casuals in the forever wet and windy region. K-Way’s continental appeal was just as important as its foul weather function. The casual cagoule look was born and still remains a popular outerwear look today.