Rains FW25 Celebrates One Decade in Business

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Celebrating a decade in the industry, Danish brand Rains looked to its roots by hosting its Fall/Winter 2025 collection launch in Aarhus, Denmark – the hometown of founders Philip Lotko and Daniel Brix Hesselager. Gathering around 40 guests at their coastal city headquarters, the label unveiled a collection named “Forever.

To start off, the show’s introduction posed a thought-provoking question: “How do we stay loyal to our essence during challenging times?” The response from the label, presented in a contemporary style, highlighted a decade of their iconic waterproof designs with a fresh perspective. This blend of functional and innovative styles demonstrated the brand’s capability to uphold its traditional values while still pushing boundaries in its modern design approach.

In a shimmering display, raincoats seemed as though they had been soaked in vibrant liquids; their PU outlines were crisp yet sparse, only revealing the central zippers for viewing, while the fabric on Rains’ garments – made from fleece material – gave them a soft, fluffy appearance, contrasting with the otherwise streamlined design of the jackets and pants.

As a devotee, I’m thrilled to share that this season, our focus was on creating versatility with various textures. Being deeply rooted in the PU fabric conceptually, I yearned for a change, and so, I decided to infuse diverse textures into our collection. The trousers served as an exciting experiment to explore the boundaries of fleece fabric. Moreover, the zippers adorning the back of jackets or the trousers themselves were a playful way to inject a fresh twist into our timeless pieces.

After a decade, Rains has fully adapted to its role, and it’s not shy about adjusting, altering, or even discarding it when necessary.

See Rains’ Fall/Winter 2025 collection in the gallery above.

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2025-04-01 18:55