Rains, a Danish lifestyle company, opened its first U.S. store in New York City, located on Lafayette Street in SoHo. Rains operates additional stores at its headquarters in Aarhus, Copenhagen, Paris and Antwerp. The company exclusively creates rainwear apparel and accessories available for purchase in bright, minimalist settings.
The minds behind Rains sought to expand on the traditional rubber raincoat by experimenting with various waterproof materials. Its jackets’ fabrics are sealed by ultrasonic welding to waterproof all fittings, zippers and trimmings. Rains’ apparel is made of lightweight polyester fabric coated with flexible polyurethane. Its materials’ column pressures — which determine how well the fabric can repel water — exceed 4,000mm for its jackets, pants and tote bags and 6,000mm for bags, backpacks and accessories. “Mm” is water column height in millimeters. Materials with water entry pressures below 800mm are generally defined as “water-repellent” and column pressures above 800mm are “water-proof.”
Rains’ bricks-and-mortar shops are fashioned as futuristic and tech-forward “concept stores.” Branded clothing racks throughout the space are made of light birch veneer juxtaposed with industrial textures and sleek surfaces that collectively construct an outdoorsy, Scandinavian aesthetic. Shoppers can peruse a full collection of rainproof outerwear, utilitarian bags, tech-specific accessories and themed books. Its amusing “drip drip drip” trademarked slogan is noted under each illustration of Rains’s lighthouse logo.
Daniel Brix Hesselager, a cofounder of Rains, told WWD that the company is “a modern interpretation of the classic iconic rubber raincoat, brought to life through a new thin PU coated polyester fabric. The coats are made in modern colorways, structures and prints in a variety of designs around classic jacket and coat silhouettes. This gives the products a unique position in the rubber raincoat revival, and Rains is today associated as being the original new rubber raincoat. Hesselager continued, “The Rains aesthetic is founded in the Scandinavian design expression, a classic and functional design principal, and is communicated through a strict and recognizable DNA that clearly appears in everything from displays, imagining and in the retail environments.”
And Philip Lotko, a cofounder of Rains, told WWD, “The story told in the U.S. market is based on the same aesthetic and concept with clear Scandinavian roots as presented in Europe. Therefore the initial message shown for the U.S. consumer is similar and aligned with the European communication.”
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