Rains FW25 Celebrates One Decade in Business

Ringing in 10 years of business, Danish outerwear brand Rains turned it back to where it all began: founders Philip Lotko and Daniel Brix Hesselager's hometown of Aarhus, Denmark. There, the label corralled an intimate crowd of roughly 40 guests inside its coastal-city headquarters to reveal a Fall/Winter 2025 collection titled "Forever."The show notes opened with a thematic question: "How do we stay true to ourselves in difficult moments?" In mode, the imprint's reply included championing one decade of its signature water-repellent designs through an ultra-modern lens. The result, a mix of practical and avant-garde, depicted the brand's ability to remain true to its heritage, no matter the level of subversion in its current design language.Shiny raincoats glistened as if already drenched in iridescent liquids; sharp PU silhouettes were exceptionally minimal, allowing only their central zippers to be seen by the outside eye, and fleece textiles added a furry finish to Rains' otherwise sleek jackets and pants."We wanted it to work with different kinds of textures this season. We are so strongly tied to the PU fabric conceptually, and I wanted to break that up by introducing different kinds of textures,” head designer Johanne Dindler told Vogue. “So the trousers were a fun way to see how far we could push that fleece fabric. And the zippers on the back of the jackets or on the trousers felt like an easy way of giving our staples a twist.”10 years in, Rains is comfortable in its second skin, and it's certainly not afraid to manipulate, transform, or shed it, either.See Rains' Fall/Winter 2025 collection in the gallery above.Click here to view full gallery at Hypebeast

Apr 1, 2025 - 17:33

Rains FW25 Celebrates One Decade in Business

Ringing in 10 years of business, Danish outerwear brand Rains turned it back to where it all began: founders Philip Lotko and Daniel Brix Hesselager's hometown of Aarhus, Denmark. There, the label corralled an intimate crowd of roughly 40 guests inside its coastal-city headquarters to reveal a Fall/Winter 2025 collection titled "Forever."

The show notes opened with a thematic question: "How do we stay true to ourselves in difficult moments?" In mode, the imprint's reply included championing one decade of its signature water-repellent designs through an ultra-modern lens. The result, a mix of practical and avant-garde, depicted the brand's ability to remain true to its heritage, no matter the level of subversion in its current design language.

Shiny raincoats glistened as if already drenched in iridescent liquids; sharp PU silhouettes were exceptionally minimal, allowing only their central zippers to be seen by the outside eye, and fleece textiles added a furry finish to Rains' otherwise sleek jackets and pants.

"We wanted it to work with different kinds of textures this season. We are so strongly tied to the PU fabric conceptually, and I wanted to break that up by introducing different kinds of textures,” head designer Johanne Dindler told Vogue. “So the trousers were a fun way to see how far we could push that fleece fabric. And the zippers on the back of the jackets or on the trousers felt like an easy way of giving our staples a twist.”

10 years in, Rains is comfortable in its second skin, and it's certainly not afraid to manipulate, transform, or shed it, either.

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

Click here to view full gallery at Hypebeast