This Danish brand’s simple, season-proof waterproofs drip with stylish simplicity.
It may sound a little fetishistic but at Drapers we’re currently rather taken with rubber. Or, to be more precise, the rubber-inspired goods from Danish brand Rains we unearthed at Copenhagen trade show Gallery last month. Still a bit suspicious? You won’t be when you see the brand’s satisfyingly simplistic outerwear and accessories.
It started in 2011 as a side project by two students, Daniel Brix Hesselager and Philip Lotko, who conceived of a simple, functional and fashionable rain jacket that was as easy to put away as it was to wear. Several prototypes later, they produced a small run of ponchos, whose popularity soon turned the side project into a main one as local indies showed interest. One fan was Christian Back, a Copenhagen store owner, who was so taken with Rains that he became more involved; his commercial experience proved vital in taking it to a wider market.
The collection is tight and for the most part season-proof. There’s a poncho, a long-line jacket and three types of bag: a holdall, an elongated barrel bag and a duffle bag. The colours are equally edited: black, navy, a deep green and a bright yellow. With minimal styling and strong block colour, the aesthetic is very Scandinavian, with a great matt quality on the waterproof PU. Autumn 12 has seen the poncho, jacket and holdall – or as Rains calls it simply, ‘bag’ – sell particularly well, proving the brand’s last-minute decision to show at Gallery was a correct one.
Come rain or shine
The Copenhagen show has served the brand well for autumn 12, helping it open some of the city’s premier doors including Pede & Stoffer, Wardrobe 19 and Nag, while link-ups with interesting hotels and art galleries produce further outlets. Brix Hesselager and Lotko are looking at showing in Paris, Berlin and London, broadening the brand’s horizons beyond its 60-strong, Scandinavian-based autumn 12 stockist list. We can see the waterproof fabric being popular all year round in the drizzly UK.
For this concise and timeless collection, buyers can place orders come rain or shine. “We never close our books but switch into the next delivery window,” says Brix Hesselager. “The idea about Rains is not to be dictated by seasons, but to have a strong product line that’s core, is improved and new styles added.”
For autumn 12, the additions are the bags, with wholesale prices from £17.50 to £30. For spring 13, a new waterproof computer sleeve and backpack will be joined by a more feminine jacket, slimmer and with dramatic, larger sleeves, all in mildly fetishistic PU.
This is a brand at the beginning of its life, so make sure you get in on the ground floor – or should that be the dungeon?
- Rains 00 45 35 42 41 43 www.rains.dk