“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 a giant 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 they’d 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 friends.
The selection of location was authentic, however the intimate present format may be very a lot on development: In Paris, a number of homes, together with Givenchy and Tom Ford who held the season’s most anticipated debuts, additionally lowered their capability considerably. “I feel in unsure occasions you search some form 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 placement but additionally the gathering, which was titled Eternally 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 purposeful 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 fabric that head of design Johanne Dindler referred to as “a really fluffy fleece.”
“We needed it to work with completely different sorts of textures this season. We’re so strongly tied to the PU material conceptually, and I needed to interrupt that up by introducing completely different sorts of textures,” continued Dindler. “So the trousers had been a enjoyable approach to see how far we might push that fleece material. 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 shade palette that builds on of-the-moment shades like maroon or buttery yellow, by including a shade of mud. It’s sensible; it locations the garments firmly into as we speak however retains them in a manner protected from the churn of every development 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 crimson, 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 somewhat unpredictable is inside our DNA. For as we speak, displaying right here felt like the proper transfer. Tomorrow is about no matter helps us personal our future.”