Rains Launches New Collection in Ahas, Denmark
Rains, the renowned Danish outerwear brand, recently hosted a unique presentation for their latest collection at their newly established headquarters in Ahas, Denmark, opting for an intimate gathering instead of participating in Paris Men’s Week. Co-founder Philip Lotko expressed enthusiasm about this milestone, stating, “We’ve dreamed of doing this in-house, and we always wanted to build a branded house where we can host multiple things.”
Choosing Ahas: An Unique Decision
While many fashion brands gravitate towards the grandeur of international fashion weeks, Rains instead chose a groundbreaking approach with a focused show in the suburbs of Ahas. This allowed them to connect directly with a select audience of approximately 40 people, emphasizing a more personal touch in their brand narrative.
Intimacy in Fashion
Lotko believes that in uncertain times, an intimate presentation can deliver a stronger message. He noted that the trend towards smaller audiences is reflective of a broader desire for comfort and clarity in communication. Other notable brands, such as Givenchy and Tom Ford, have also reduced their show sizes, aligning with this emerging preference.
Collection Themes and Inspirations
The collection, titled “Forever, Not Just Places,” draws inspiration from the challenges of remaining authentic in difficult times. The designs showcase a playful yet practical take on Rains’ signature pieces—emphasizing versatility. The collection features innovative designs that include:
- Signature pulley coats
- Fleece fabrics in vibrant hues
- Zippers integrated into raincoats and trousers
Textile Innovation
Designer Johanne Dindler, who has been with Rains for three years and previously worked at Moncler, embraced this season’s textural diversity. She explained the goal of experimenting with materials, particularly PU fabric, to enhance the tactile experience of their clothing. “We wanted it to work with different kinds of textures this season,” Dindler elaborated. “The pants were a fun way to see how far you could push that fleece fabric.”
Color Palette Choices
Dindler’s influence is evident in the collection’s refined color palette, featuring soft shades like maroon and buttery yellow. This thoughtful selection allows the pieces to remain relevant across trend cycles. “It helps you play with colors, almost as much as you play with textures,” she commented, highlighting the muted tones as a skillful balance between aesthetics and longevity.
Looking Ahead
As for the future of their Ahas headquarters, Lotko stated that it remains uncertain whether it will serve as a permanent show space. “It’s a bit unpredictable in our DNA. Today, what we show here felt like the right move. Tomorrow is about what will help us own our destiny,” he remarked, reflecting the brand’s adaptive philosophy.
Conclusion
The Rains presentation in Ahas marks a new chapter for the brand, embracing intimacy and innovative design amidst the backdrop of a changing fashion landscape. By focusing on authenticity and personal connection, Rains continues to carve out a unique niche within the competitive world of outerwear.