Sways: founders of Rains create a children's brand

By

Olivier Guyot

Published
Dec 9, 2015

Rains is one of fashion's current success stories, riding the trend for chic but high-tech urban apparel.

The Danish rainwear brand has experienced remarkable growth since its launch in 2012. Its founders Daniel Brix Hesselager, Philip Lotko Wormslev and Kenneth Davids claim a presence in over one thousand multi-brand outlets worldwide, often the edgier ones.

The entrepreneurs are now trying to increase the momentum and looking to diversify. In February they will present their children's products at Copenhagen's CIFF Kids trade show. But they have decided to create a specific brand called Sways, targeting children aged 5-12. Given that trends aren't always the same, and children's products are often more specific, this distinction will allow the two brands to evolve independently if necessary.