Rains, the Danish outerwear lifestyle brand founded in 2012, opens its first concept store in Hong Kong at Hysan Place in Causeway Bay.
Striking a balance between Scandinavian minimalism and functional fashion, Rains products span rainwear, transitional jackets, bags, and accessories designed for versatility with its signature waterproof fabric.
SEE ALSO: Korea, Australia, and Hong Kong retail sales lift in January
In partnership with Bluebell Group, Rains’ first Hong Kong concept store is decorated with minimalist interiors and a soft colour palette. Rains concept stores have opened in quick succession since 2016, with locations in Copenhagen, Paris, New York, London, Berlin, Amsterdam and Shanghai. Each store echoes the stylishly spartan products through bright, minimalist spaces.
At Rains’ Hysan Place store, the display windows’ black frames contrast against the airy grey walls, paying homage to the brand’s roots. Jackets, raincoats, backpacks, among other bestselling water-resistant products grace the shelves.
The concept store’s grand opening also unveils the latest 2023 spring/summer collection, Connect, inspired by the Club Kids subculture movement that flourished in New York.
Tanne Vinter, Rains’ head of design describes the collection as “a contribution to the growing call to embrace collection – to lean into openness. We found that feeling’s representation in the early days of the New York Club Kids movement – their energy, authenticity and acceptance. Belonging born out of music, art, and expression. As we imagined our Club Kids in Rains’ functional universe, we grew curious about the duality daily life would inevitably demand. The ‘you’ commuting to university or the office, versus the ‘you’ revealed in the night club. The alter ego. The collection presents both sides of the self – day and night – tethered to music and the Rains’ aesthetic.”
SEE ALSO: Meet four types of APAC consumers driving physical retail’s comeback
Waterproof, windproof, lightweight and breathable down to every detail, the unique water-resistant material is a signature feature of Rains products. Among the brand’s bestselling items are the functional jackets and bags, including the classic backpack, roll-top rucksack, and weekend bag.
Retail in Asia is part of the Bluebell Group.