Danish label Rains introduces customised raincoat line
Danish raincoat brand Rains has introduced an online customisation service called ‘Rains Edit’, a concept first tested at the Revolver trade show in Copenhagen last January. The brand, founded by Daniel Brix Hesselager, Philip Lotko Wormslev and Kenneth Davids in 2012, is offering its customers the possibility to create online their own unique weatherproof garments, which are then produced in Denmark.
Customers are able to choose from the brand’s three classic styles: the Long Jacket, Curve Jacket and Jacket models. They can then pick the model’s colour from the seasonal palette, choose the colour of the buttons and the drawstring, add elbow patches and printed patterns, and print words on the front and back. Each personalisation element costs between €5 and €10.
Rains operates 20 stores worldwide, with another two soon to open in Oslo and Vancouver. The brand is also distributed via about 5,000 multibrand retailers in some 20 countries, including China, Mexico and Australia.
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