Danish outerwear brand Rains opens its first concept store in Hysan Place
By: Hill Choi Lee
March 9, 2023
Outerwear lifestyle brand Rains opened its first concept store in Hysan Place, Causeway Bay
The Danish brand was founded in 2012 and continues to enchant urbanites with its series of signature water-resistant apparel and accessories. Striking a perfect balance between Scandinavian minimalism and functional
fashion, the designs allow you to travel freely between the urban and the rural.
Housed in Hysan Place, the heart of trendsetting powerhouse Causeway Bay, Rains’ first Hong Kong concept store is decorated with a Scandinavian minimalist interior, completed in soft colour palettes. In addition, the brand is also releasing its latest 2023 Spring/Summer collection “Connect”, where new silhouettes and designs are added to an elaborate range of products, including transitional jackets, rainwear, daily wear, bags and accessories. Rains offer its signature waterproof fabric and minimalist yet functional design in a climate of ever-changing weather.
The collection is inspired by the Club Kids subculture movement that flourished in New York, transferring the energy of the movement, as well as the idea of self-identity and expression, into the designs. New silhouettes and designs can be found in jackets, raincoats, everyday basics, backpacks, bags and accessories, together with a strong presence of Rains’ signature PU water-resistant material, that makes the minimalist designs impeccably functional in coping with the changing weather.
“A contribution to the growing call to embrace collection – to lean into openness,” says Tanne Vinter, Rains’ head of Design. “We found that feeling’s representation in the early days of the New York Club Kids movement – their energy, authenticity and acceptance. Belonging born out of music, art, and expression.
“As we imagined our Club Kids in Rains’ functional universe, we grew curious about the duality daily life would inevitably demand. The ‘you’ commuting to university or the office, versus the ‘you’ revealed in the nightclub. The alter ego. The collection presents both sides of the self – day and night – tethered to music and the Rains’ aesthetic”
The brand’s signature matte finish is occasionally punctuated by club-vibe crinkled and liquid surface effects. The connection theme is underscored by an open and optimistic palette of light pastels. The feel is refined, organic, and accessible in single-tone colourways.
Reinventing the classics for the ever-changing weather
The Danish brand reinterprets the versatile nature of rainwear in both the new collection and classic designs. Waterproof, windproof, lightweight and breathable down to every detail, the unique water-resistant material gives the minimalistic style an added attitude towards changing weather.
The bestselling Jacket is a highly functional outerwear with an ever-contemporary unisex design. Topped with double-stamped slash pockets, adjustable hood and fishtail hem. Ventilation holes in the back and in the underarm area allow you to stay fresh. A longer version of the same model is also available. Both waterproof jackets are made in Rains’ signature PU fabric and feature ultrasonically welded seams. The light material is not only soft to the touch but also drapes elegantly.
Apart from raincoats, waterproof bags are also among Rains’ main creations, top styles include Backpack, Rolltop Rucksack, Tote Bag, Weekend Bag, Box Bag, Spin Bag and more. There is a Rains bag for every occasion, outfit or event.
The Backpack is probably its most iconic and classic bag. Featuring a signature flap and a central closure latch, the sleek and stylish waterproof backpack comes with a laptop compartment, a spacious main compartment and a concealed pocket for the mobile phone.
Photos courtesy of Rains