Rains: Scandi Style to Paris Catwalks
Transitioning from basic raincoats crafted with high-performance materials to a complete ensemble, a brand embodying the "scandy" style achieves remarkable success on the Paris catwalks.
From Scandi-style oilskin raincoats to the Paris catwalks, Rains, the Danish outerwear brand, has had a real creative exploit in the last two years thanks to the innovative direction of designer Tanne Vinter. A look of urban and street origin, made up of jumpsuits, outerwear and tech down jackets, which from 2020, after its presence at the first Copenhagen Fashion Week, has moved to the French capital. Philip Lotko, Daniel Brix and Kenneth Davis founded the brand in 2012 in Aarhus, on the Jutland peninsula, finding their niche in rainwear. Starting from the reinterpretation of the most classic and traditional rubber raincoat, the fisherman's jacket, the brand has established itself on the international market with the opening of 26 single-brand stores with the lighthouse logo. From the poncho of the beginning, it has moved on to a complete line dedicated to outerwear, combined with bags, backpacks and accessories, to the point of clearing the more fluid idea of an "all-weather lifestyle concept". The Danish brand in fact offers simple and practical garments that integrate technical, light, water-repellent and waterproof fabrics with straight, soft and clean lines and the choice of pure monochromatism, or sober contrast, playing on the colours of the Northern landscapes. They are synonymous with "climate refuge", in the figurative sense of the term, urban equipment made of robust technical material, a highly flexible polyurethane with ultrasonic welding. Between 2020 and 2022 there was the development of the brand in a direction closer to ready-to-wear, maintaining an active focus on the jackets segment which took an almost couture turn, with a flock of urban "super heroes" wearing raincoats and jackets with architectural and exaggerated shapes, dramatic puffy coats that cover the floor and extra-long arms, Mrs. Incredible style. Most of the looks are intended only as an artistic experiment—the 3D-printed sneakers, for example, are part of a collaboration with the German tech company Zellerfeld, which produces shoes from recycled, spongy TPU material .
