Rains

Overview

Rains is a Danish outerwear lifestyle brand founded in 2012, specializing in waterproof rainwear, bags, and accessories with a neo-Scandinavian aesthetic that combines functional design and urban style.¹³⁵ It reinterprets the classic rubber raincoat using a signature coated waterproof fabric, offering unisex collections sold globally across four continents through about 30 flagship stores and wholesalers.¹⁴⁵ The brand operates from headquarters in Aarhus, with a presence in Copenhagen and expansion in Europe and North America.²⁴

History

Rains was founded in 2012 by Philip Lotko and Daniel Brix, who met at TEKO Design School and reinterpreted the traditional rubber raincoat as their first product, starting with a poncho.⁵⁷ From Aarhus headquarters, the company expanded its line to include waterproof outerwear, bags, and accessories, growing into an international brand with European distribution managed centrally.²⁶ Key milestones include reaching 30 global stores, a Paris Fashion Week slot since 2022, and 120 employees with 75 million Euros turnover in 2022.⁵ It has diversified into puffer jackets and parkas by 2019 while maintaining its rainwear core.⁶

Product Lines

Manufacturing

Rains develops products at its headquarters in Aarhus, Denmark, merging traditional Scandinavian methods with innovative techniques for durable rainwear.²⁶ Manufacturing details are not specified, but as a global lifestyle manufacturer, it manages production for international distribution.¹

Notable Products

• Original Raincoat - Contemporary reinterpretation of the classic rubber raincoat in coated waterproof fabric.
• Poncho - Brand's inaugural all-purpose rain product that launched the company.
• Backpack - Waterproof urban backpack in various designs, expanded from initial success.
• Puffer Jacket - Winter parka offering cold, wind, and water resistance.
• Tote Bag - Waterproof carryall for daily use in rain.

Reputation

Rains is perceived as a cult Danish success in fashion-forward rainwear, praised by enthusiasts for blending functionality with minimalist Scandinavian style and worn by figures like Virgil van Dijk and Pernille Teisbaek.⁵⁷ Professionals note its rapid growth, global stores, and Paris Fashion Week presence as markers of impact in the rainwear market.⁵ Some view it as transitioning from simple raincoats to a broader lifestyle brand, though it remains rooted in weather protection without major criticisms highlighted.⁶