Danish brand Rains is making a move indoors with new product category ‘Garment’. We spoke to head of design Tanne Vinter to learn more
Yesterday, we saw Danish outerwear brand Rains make another move away from being just a rain-gear specialist to become an all-weather brand with the launch of a new product category: ‘Garment’.
“Even with a name like Rains, we want to be seen as more than a wet-weather brand,” head of design Tanne Vinter tells me. This aspiration has been evident over the last couple of seasons, where the brand’s exploration of thermal and heavier transitional outerwear, accessories, bags, and footwear has versified the way to wear Rains. This season was no different as Rains collaborated with Palladium on two boots, experimenting with accessories like socks and caps and – of course – debuted the all-new ‘Garment’ category which sees the label's first foray into clothing to wear indoors.
Positivity was the core-principle of Vinter’s designs this year. "We wanted to provide an uplifting start to the year. A little relief from all of the challenges the world has experienced in recent seasons.” The collection launched along with a new brand direction for Rains, with a new logo and a more accessible and optimistic expression. “It was, of course, natural to reflect that feeling in the collection. We knew spring would be the perfect time to present this evolution, especially coming out of our dark and intense autumn/winter universe.”
Head of design Tanne Vinter.
The brand has always trod the line between fashion and function, having defied Danish weather since 2012 with easily wearable pieces that fit into most urban wardrobes. “For us, it always begins with the fabric. It must give the wearer functional protection,” Vinter explains. “We’re not a one-season brand. Our products are designed for longevity both within our collections and in the wearer’s wardrobe. So, silhouettes are always well-considered and designed to go beyond trend.”
The step from outside to the indoors is a natural development of the brand’s sartorial journey. 'Garment' is an entirely new category for Rains, consisting of easy, everyday pieces for indoor and outdoor wear. “We created a focused line up comprising six silhouettes in three fabric qualities: Woven, cut in crisp nylon, Fleece for a little extra warmth and Track, a soft cotton-blend for a sportier feel.”
To Vinter, it’s important to point out that this isn’t a way into the booming athleisure market, nor do they want to be known for loungewear. “We are still an outerwear lifestyle brand. Garments have been made purely to supplement the main collection.”
The collection saw the new product catogeyr 'Garment' incorporated into the styling.
Both indoor and outdoor looks came in elegant and long-lasting colours. Neutral tone-on-tone looks in beige and stone walked confidently through the streets in the brand’s fashion film. The metallic shift in a refined bronze added warmth while accessories and apparel in bright orange accented the collection dubbed 'Come Rain, Come Shine'. “The name speaks to the evolved optimistic expression that I mentioned before and our work to create associations beyond wet weather.”
No matter the weather forecast, Rains is reliable for all of our in- and outdoor needs. As the Scandinavian proverb goes, there is no bad weather, only bad clothing.