Rains Celebrates 10 Years with “Forever” Collection in Hometown of Aarhus, Denmark
Danish outerwear brand Rains recently marked a major milestone – 10 years in business – by returning to where it all began: the coastal city of Aarhus, Denmark. Founders Philip Lotko and Daniel Brix Hesselager welcomed a small group of 40 guests to their headquarters for an intimate reveal of their Fall/Winter 2025 collection, aptly titled “Forever.”
The show opened with a thought-provoking question: “How do we stay true to ourselves in difficult moments?” Rains’ answer was evident in their collection, which showcased a modern take on their signature water-repellent designs. The pieces were a perfect blend of practicality and avant-garde, demonstrating the brand’s ability to stay true to its roots while pushing the boundaries of design.
The collection featured shiny raincoats that appeared to be drenched in iridescent liquids, sharp PU silhouettes with minimal detailing, and fleece textiles that added a touch of softness to the brand’s typically sleek jackets and pants. Head designer Johanne Dindler explained to Vogue, “We wanted to experiment with different textures this season. While we are known for our PU fabric, I wanted to break away from that and introduce new elements.” The result was a refreshing twist on their staple pieces, with unexpected details like zippers on the back of jackets and trousers.
After a decade in the industry, Rains has found its footing and is comfortable in its second skin. But that doesn’t mean the brand is afraid to evolve and push boundaries. The Fall/Winter 2025 collection is a testament to their growth and willingness to experiment. Take a look at the gallery above to see the full collection.
