FASHION /
WOMEN
January 16, 2015
RAINS | RAINS, the emerging Danish rainwear brand, arrives in Japan
RAINS
Enjoy Fashionable Rainy Days!
RAINS: The Emerging Danish Rainwear Brand Arrives in Japan
RAINS, the Danish rainwear brand making waves in the European fashion industry, is set to officially launch in Japan. The collection will be available from Spring 2014 at department stores and select shops nationwide.
Text by KUROMIYA Yuzu
Minimalist Design Meets Functionality
RAINS was founded in April 2012 by Philip Lotko and Daniel Hesselager, who met at university in Copenhagen, Denmark.
The brand's mission is to offer the joy of coordinating outfits, establish rainwear as a new fashion category, and transform the gloomy image associated with rain into a positive one, allowing people to enjoy fashion even on rainy days. Their collection, featuring simple, modern silhouettes that blend seamlessly into any wardrobe and maintain rainwear functionality, quickly gained popularity across Europe. Currently, it is stocked in eight department stores, primarily in Northern Europe, as well as in 400 other locations including Colette and Merci in Paris, and YMC in London.
The collection includes long coats, jackets, and anoraks made from a lightweight, smooth polyurethane material. Their high-quality visual presentation has also garnered attention, revolutionizing the perception of rainwear from merely a practical item to a fashion statement. RAINS has sparked a new movement in European rainwear fashion.
This highly anticipated brand will soon arrive in Japan next spring. Their items, designed to brighten up rainy day outfits, are perfect not only for daily wear but also for outdoor festivals and adventures.
Working Unit Japan Inc.
Tel. 03-6820-8435
www.rains.dk


