Danish outerwear brand Rains celebrated a decade in business by returning to its roots in Aarhus, Denmark, where founders Philip Lotko and Daniel Brix Hesselager hosted around 40 guests at their coastal headquarters to unveil the Fall/Winter 2025 collection named “Forever.”
The show notes posed a reflective question: “How do we stay true to ourselves in difficult moments?” The brand’s response showcased a decade of its iconic water-repellent designs through a contemporary lens, blending practicality with avant-garde elements, emphasizing its commitment to heritage despite evolving design trends.
Shiny raincoats sparkled as if soaked in iridescent liquids; sleek PU silhouettes featured minimalistic designs, prominently displaying only central zippers, while fleece materials provided a cozy touch to Rains’ otherwise polished jackets and trousers.
Head designer Johanne Dindler shared, “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.” She added, “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,” as reported by Vogue.
After ten years, Rains is confident in its identity and is unafraid to innovate and evolve.
 | Hypebeast Fashion Source: https://hypebeast.com/2025/4/rains-fw25-fall-winter-runway-collection Hypebeast is one of the leading online destination for men’s contemporary fashion and streetwear media. |
