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Agenda-setting intelligence, analysis and advice for the global fashion community.

Rains: How A Scandi Outerwear Label Tapped Into Minimalist Branding’s Mass Appeal

Rains founders Philip Lotko and Daniel Brix successfully turned rainwear into a €71 million business. Now, they have ambitions to take their 10-year-old label to the next level and spur sales to surpass the €200 million mark over the next four years.
Models wearing a rubber-coated raincoat and poncho from Rains.
Rains flagship products include its rubber-coated raincoats and ponchos. (Rains)

If a commuter in Copenhagen, Paris or London is wearing a rubber-coated raincoat around the city, there’s a fair chance it’s a coat from Rains.

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Further Reading

New Outerwear Brands Ride the Instagram Wave

From Kassl Editions to Common Leisure, a flurry of emerging labels are challenging mainstay names like Moncler and luxury brands like Gucci in the fast-growing outerwear category.

How to Avoid Becoming a One-Hit Wonder

For every brand that is able to diversify past its first success, there are dozens more that putter out. Here’s a six-point plan for navigating what happens after a product becomes a bona fide winner.

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