Rains: The Danish Brand That Changed Rainwear Forever
If you've spent any time wandering around Brighton on a drizzly afternoon, you'll know that good rainwear isn't a luxury - it's a necessity. The challenge is finding something that keeps the weather out without making you look like you're about to direct traffic on a motorway.
That's where Rains comes in.
Part outerwear brand, part design studio, Rains has built a global following by taking one of life's least glamorous necessities and turning it into something genuinely desirable. Best known for its sleek waterproof jackets and instantly recognisable backpacks, the Danish brand has become a go-to for anyone who values practical design, understated style and products built for real-world weather.
Today, Rains is stocked around the world and worn by everyone from city commuters to festival-goers, but its success story begins with something much simpler: rain.
The Origins of Rains
Rains was founded in Aarhus, Denmark, in 2012 by friends Daniel Brix Hesselager, Philip Lotko and Steffen W. Frandsen.
As anyone familiar with Scandinavia will know, rain is part of everyday life. Denmark experiences wet and unpredictable weather throughout much of the year, yet traditional rainwear often fell into two camps: highly technical outdoor gear or basic waterproofs that prioritised function over appearance.
The founders recognised a gap in the market for rainwear that combined protection from the elements with contemporary design. Their vision was to create products that looked at home in the city while still performing when the weather inevitably turned.
The first collection centred around a modern interpretation of the classic rubber raincoat. Rather than following outdoor industry trends, the team drew inspiration from Scandinavian architecture, minimalism and urban lifestyles. The result was something refreshingly different.
Within a few years, Rains had developed from a niche Danish start-up into an internationally recognised brand.
A New Approach to Rainwear
What made Rains stand out was its willingness to challenge expectations.
Historically, rainwear was often bulky, brightly coloured and designed primarily for outdoor pursuits. Rains approached the category from a fashion and design perspective, creating pieces that people genuinely wanted to wear whether it was raining or not.
The brand's signature aesthetic is clean, modern and distinctly Scandinavian. You'll find simple silhouettes, carefully considered proportions and a restrained colour palette that works effortlessly with the rest of your wardrobe.
That doesn't mean functionality has been sacrificed.
Rains products are designed to perform in wet conditions, using waterproof fabrics, welded seams and weather-resistant construction techniques throughout the range. The brand's instantly recognisable fabric has become something of a signature, offering a smooth, matte finish that feels contemporary while delivering reliable protection from the elements.
It's a combination that has proved incredibly popular. After all, who says practical has to be boring?
More Than Just Jackets
Although rainwear remains at the heart of the brand, Rains has expanded considerably since its launch.
Today, the collection includes:
- Waterproof jackets and coats
- Bags and backpacks
- Travel accessories
- Duffel bags and luggage
- Hats and caps
- Fleece and insulated outerwear
- Lifestyle accessories
The Backpack, Rolltop Rucksack and MSN Bag have become modern classics, offering a distinctive blend of minimal design and everyday practicality. Whether you're commuting to work, heading to university or travelling for the weekend, they provide the durability and weather protection that British weather often demands.
The beauty of these bags lies in their simplicity. There's no unnecessary clutter, no endless straps or complicated compartments. Everything has a purpose, and the result feels timeless rather than trend-driven.
Scandinavian Design at Its Best
One of the reasons Rains has resonated with so many people is its commitment to Scandinavian design principles.
Good design isn't about adding more. It's about refining, simplifying and creating products that perform their role exceptionally well.
That philosophy runs throughout the entire collection.
The silhouettes are clean. The branding is subtle. The colours are versatile. Every detail feels intentional.
In a world where many products compete for attention through louder logos and ever-changing trends, Rains takes a different approach. The designs feel contemporary today but are unlikely to look dated a few years from now, making them pieces you'll continue reaching for season after season.
Sustainability and Environmental Responsibility
A significant proportion of Rains' products are made using polyester derived from recycled plastic bottles. By incorporating recycled materials into its manufacturing processes, Rains helps reduce reliance on virgin resources while giving waste materials a second life.
The brand has also worked to improve transparency across its supply chain and continues to explore ways of lowering its environmental footprint.
Perhaps equally important is the emphasis on durability. Creating products that are designed to last for years rather than seasons is one of the most effective ways of reducing waste. A well-made waterproof jacket or backpack that remains in regular use for a decade has a far smaller impact than several cheaper alternatives that need replacing every year or two.
There is always more work to be done across the fashion industry, but Rains has demonstrated a clear commitment to developing more responsible products without compromising on quality or design.
Innovation Through Simplicity
Rains' first collections focused on reimagining traditional rainwear. Today, Rains operates across outerwear, accessories, travel and lifestyle products, with flagship stores in major cities around the world.
Along the way, the brand has continued to refine its fabrics, improve performance characteristics and expand its product range. New collections introduce updated materials, enhanced waterproofing technologies and more versatile designs, while still maintaining the distinctive aesthetic that made the brand successful in the first place.
Rather than chasing every passing trend, Rains has concentrated on perfecting what it does best: creating functional products with exceptional design credentials.
That consistency has helped transform the brand from a Danish newcomer into one of the most recognisable names in contemporary rainwear.
Why We Love Rains
At Badger, we're always drawn to brands that balance style, practicality and quality, and Rains ticks all three boxes.
Whether it's a waterproof jacket for Brighton's unpredictable weather, a backpack for the daily commute or a travel bag built for weekend adventures, these are products designed to be used and enjoyed every day.
They feel modern without being flashy, practical without being overly technical and stylish without trying too hard. In other words, they're exactly the kind of products we love to wear ourselves.
More than a decade after its launch, Rains continues to prove that great design can transform even the most everyday essentials.
From its roots in rainy Denmark to its position as a globally recognised design brand, Rains has redefined what rainwear can be. Stylish, functional and built to withstand the elements, it's easy to see why the brand has become such a favourite around the world.
Browse our collection of Rains clothing, bags and accessories below and discover why this Danish brand has become the go-to choice for modern rainwear.
