Raincoats and other things rains on rainy weather

In the weekly heading "New Brand" Wonderzine presents young designers and tells where and how you can buy their things. Our heroes this week are the Rains brand, which we found at the Pitti Super exhibition in Milan.

Many designers take one basic thing or theme as the basis for their brand and work with it: they simply specialize in one segment. This is, for example, Herschel or Repetto: you always go to them for a good backpack or ballet shoes, because if a mark has been creating one type of thing for decades, it simply cannot go bad - no one will buy. Hancock, Norwegian Rain and Mackintosh, brands with history, hold strong positions in the raincoat niche. Now they have a competitor Rains from Denmark - a country where it rains an average of 121 days a year. The brand creates raincoats of all forms from light water-repellent fabric in nice looking colors - canary, neyvi, orange.

Rains was launched at the end of 2011 by designers Philip Lotko and Daniel Brix. The guys wanted to create weatherproof things that absolutely anyone can wear in absolutely any place. A year later, they released their first collection of unisex rainwear. Since then, their bestseller is a long black cloak. New models of outerwear - jackets, accessories - backpacks and bags - and shoes - bright matte rubber boots were added to the brand’s collection. Rains sell dozens of stores in European countries where it often rains - Britain, the Netherlands, Germany: their list is really impressive. The brand also made a joint line with the popular Scandinavian brand Mads Nørgaard. Lotco and Brix are planning to build one of the most successful brands of rainwear.

We created a brand because we realized that there is no alternative to the existing brands in the clothing segment for rainy weather in the market. We wanted to come up with a clear concept, where the central place is given to one product. So we began to produce high quality raincoats in classic rich colors. Of course, we have our own pair of secrets: for example, a special type of fastener and perforation on the sleeves that allow air to pass through the jacket. Our DNA is understandable and easily perceived by customers. We love fashion, but we advise all designers to look at themselves and their work before paying attention to others. Just be realistic and don't complicate things.