Rains : Brand Guide
Promising to make inclement weather seem like a breeze, Danish brand Rains should be on your radar if you live in a location where the weather is unpredictable day-to-day. If you’re yet to become acquainted with the label, get to know more about them in our Rains Brand Guide below.
History of Rains:
Founded in 2012 in the quaint town of Egå, Aahaus, outerwear company Rains has climbed from strength to strength since its humble inception almost a decade ago. Inspired by the temperate climate of their native Denmark, founders Philip Lotko and Daniel Hesselager became fascinated with the rubber raincoat – an enduring staple that is especially favoured by those located north of the equator. Keen to reimagine tradition, Nordics Lotko and Hesselager set themselves a target of modernising the silhouette, and so then Rains was born.
Concept of Rains:
With a shared intent to rethink quality rainwear, the name ‘Rains’ was a natural starting point for student pals turned business partners Philip and Daniel. The duo’s core focus became about interpreting rainy days as a blessing rather than a curse, as they’re so often viewed across parts of Europe. Launching with just one product, a simple but sleek poncho, Rains encouraged its early customers to see the opportunity that lies within dreary weather; if you can’t take any positives from a gloomy forecast, at least you can take a day of good dressing from it.
In the collections that followed the brand’s first drop, the Rains aesthetic emerged as very obviously Scandinavian; silhouettes were of a minimalist nature with little fuss except for a whole host of impressive colourways which were almost immediately on offer to the public. The label’s family of products gradually grew and soon that simple poncho acquired many siblings, including fully-fledged jackets, gilets, bags, and other waterproof accessories which were all imbued with the same DNA and built super practically to shield the wearer against the elements, especially rain.
Here at Aphrodite, we’re lucky enough to have added Rains to our list of lauded designer brands, and it’s landed just in time for the harsher autumn/winter months arriving. Our introductory Rains collection brings with it a range of items, suited to all kinds of adventures. Particularly appropriate for urban settings, the Rains Classic Jacket is currently available in taupe, black, and rock – a versatile trio of shades that can all be easily paired with your everyday rotation. Developed using a sleek, waterproof matte fabric, the design falls just below the hip and features two angled, mesh-lined pockets, complete with branded studs. The central closure is also a branded snap fastening which makes it easy to slip the silhouette on and off, or button it up over additional base layers.
Speaking of base layers, Rains recently turned their attention to layering with the delivery of their fleece line and their vest collection. Rains jackets are great for futureproofing your wardrobe and are immensely handy when you find yourself caught in light or heavy showers, but when you add one of the Rains Fleece Jackets or the Rains Liner Vests also into the mix, the level of functionality turns up a notch. Adding substantial amounts of warmth to your look, these designs can be sported under one of the label’s jackets to keep your ensemble uniform, or you could match them with various other pieces from your collection, the choice is yours but be confident in the fact that extra insulation is always guaranteed.
If you’re on board with the brand’s aesthetic but were hoping for more of a longer silhouette, count yourself in luck. The company’s classic jacket is also available in an elongated style and is aptly dubbed the Rains Long Jacket. Boasting the same no-nonsense construction, the garment stretches down towards the knee, offering wider coverage and more of that Scandi’ sensibility you’ll come to know and love from the imprint. Elsewhere in our offering, you’ll discover the Rains Rolltop Rucksack and Rains Backpack, again served in a variety of different yet dependable hues. Made to weather any storm, these accessories are sustainably crafted using recycled materials to construct a sheen-imbued, waterproof construction that is capable of seeing you through the cityscape or off-trail adventures alike.
Get serious about future-proofing your wardrobe with the latest Rains collection, available at Aphrodite in-store and online.