Beauty by Design: Rains
The down-to-earth Scandi It-brand talks mindful manufacturing and its “do one thing and do it good” mantraRead more
Responsibility has become a buzzword in the fashion industry over the past few seasons. Emerging brands’ ethics and production practises have become a key selling point when our buyers view collections. As the new season drops, we get to grips with Danish brand Rains’ nature-focused functionality – proving that, for this brand, a utilitarian aesthetic is more than just a fad.
Where did the idea for Rains come from?
It all started with a poncho and the idea of re-interpreting traditional rubber raincoats. Shortly afterwards, we grew into a full offering of waterproof apparel, bags and accessories and have continued in the same spirit ever since.
How much is Rains influenced by the Scandinavian environment it was created in?
Very much so! On average, it rains 121 days of the year in Denmark.
Longevity is a key value in our company… Our core product offering has been refined over the seasons, but is essentially the same as when we first started in 2012.
Where does Rains draw design inspiration from?
Our design ethos is rooted in functionality, materiality and simplicity. Inspiration comes from nature and the cities we live in.
How important is longevity to your designs?
Longevity is a key value in our company, especially in our product and design strategy. All of our products have a 2 year warranty as standard. Furthermore, we never go into sale through any of our own channels. Our core product offering has been refined over the seasons, but is essentially the same as when we first started in 2012.
We strive to be a company that is responsible for our actions. It’s all about defining measurable targets and working towards achieving them.
How can a Rains customer ensure the longevity of their Rains product?
Firstly, make sure you buy the right size! Then it’s all about care, which is pretty simple. You can machine wash (at 30ºC) some of our products, and wipe clean all of them. Always follow the wash care instructions on the product.
What does sustainability mean to Rains?
Sustainability is about responsibility. We have two overarching themes: People and Planet. Our initiatives range from reducing the water consumption in our production processes, to using recycled polyester for our poly bags, to LED lighting in our stores and offices. We are on a journey and have a number of sustainability objectives for 2021 and 2022.
It states on your site ‘We cannot save the world alone, but we are confident that our efforts can contribute.’ In what way does Rains contribute?
We strive to be a company that is responsible for our actions. It’s all about defining measurable targets and working towards achieving them. One example in our supply chain is what type of transport we use to get our products from our suppliers to our warehouses. We currently have approximately 85% of all transportation as shipment by sea, which lowers our carbon footprint considerably compared to using majority air freight for example.
Many of your materials for both your products and packaging are recycled or recyclable – please could you talk us through a few of them.
We’re working towards using more recycled materials for all our products. For instance, we have targets for reducing our use of virgin polyester and instead opting for recycled options. Our virgin oil polybags and shopping bags are crafted from eco-friendly, compostable materials made of corn starch. Our shop fixtures and cardboard boxes are made from materials which come from certified, sustainably managed forests. Forests where no more trees are felled than the forest can manage to reproduce, and where animals and plants are protected.
Is Rains a vegan-friendly brand?
Yes. We only use animal-free materials.