Rains lands in Milan

Rains has finally announced the opening of its next store in Italy, in Milan, scheduled for the end of July 2024. The store will be located at Corso Garibaldi 16 and will embody the distinctive aesthetic of the Scandinavian brand, blending industrial design with architectural sophistication. This store will also feature a minimalist design that highlights the presentation of products, incorporating tactile materials such as concrete, sand, stone, and steel. A distinctive feature of the store will be an art installation co-created by long-time collaborator Jacob Egeberg and co-founder Daniel Brix Hesselager. "The experience is dominated by the central water sculpture that represents the history of Rains, originating from the intersection of natural elements blending with urban life. The sculpture spans the two-story store and varies in expression depending on the angle from which the visitor explores it," commented Hesselager.

"We are very attached to the city of Milan" added the co-founder regarding the new opening. "It has been a source of inspiration, balancing elegance and functionality and showcasing products in unique retail experiences. Milan has a certain vibrancy, being at the forefront of trends in a naturally casual way." This new opening will mark a significant milestone for the brand as it expands its establishment in the Italian market. The Milan flagship store will represent the brand’s starting point for a broader strategy aimed at strengthening its presence in Europe and North America. Visitors to the Milan store will have access to a selection of products from the Fall/Winter 2024 collection, which will include waterproof jackets, waterproof backpacks, and a range of accessories designed to merge functionality and style.