“We have now dreamt about doing this in-house. And we at all times needed to construct a model home that might host a number of issues. So to be lastly doing issues our manner—it’s an enormous milestone.” So mentioned Rains co-founder Philip Lotko minutes after the model’s fall 2025 present. For his or her tenth anniversary, Lotko and his fellow founder Daniel Brix Hesselager skipped Paris Males’s Week, the place that they had been on the calendar since fall 2022, opting as a substitute to current their newest assortment of their newly-built headquarters on the outskirts of Aarhus, Denmark (the place they grew up) to a crowd of about 40 company.
The selection of location was authentic, however the intimate present format could be very a lot on pattern: In Paris, a number of homes, together with Givenchy and Tom Ford who held the season’s most anticipated debuts, additionally decreased their capability considerably. “I believe in unsure occasions you search some sort of intimacy and luxury. And it’s simpler to handle a smaller crowd—your message might be clearer,” mentioned Lotko.
Our unsure occasions had been the inspiration behind not simply the situation but additionally the gathering, which was titled Ceaselessly and constructed on a theme of resilience. “How can we keep true to ourselves in tough moments?” requested the present notes. The reply got here in a sequence of just-about humorous takes on the label’s practical staples, like their signature PU raincoats and fleece materials. There have been zippers on the backs of raincoats, crop high puffers, and fuzzy trousers in a cloth that head of design Johanne Dindler known as “a really fluffy fleece.”
“We needed it to work with totally different sorts of textures this season. We’re so strongly tied to the PU cloth conceptually, and I needed to interrupt that up by introducing totally different sorts of textures,” continued Dindler. “So the trousers had been a enjoyable option to see how far we might push that fleece cloth. And the zippers on the again of the jackets or on the trousers felt like a simple manner of giving our staples a twist.”
Dindler has been with Rains for about three years, having beforehand labored for Moncler, amongst different labels, and one of many issues she has delivered to the model is a very delicate coloration palette that builds on of-the-moment shades like maroon or buttery yellow, by including a shade of mud. It’s good; it locations the garments firmly into right now however retains them in a manner protected from the churn of every pattern cycle. “It really works for us to play with the colours, a lot in the identical manner that we play with the textures. It’s not a inexperienced, it’s not a pink, it’s not a yellow—they’re all muted and a bit undefinable,” she mentioned.
Is the Aarhus HQ going to double as the brand new Rains present area in perpetuity? “Not essentially,” replied Lotko. “Being a little bit unpredictable is inside our DNA. For right now, displaying right here felt like the appropriate transfer. Tomorrow is about no matter helps us personal our future.”
