You’ve probably seen them around: velvety soft raincoats, oozing Scandinavian sophistication and a certain you-know-you-want-me vibe. Rains coats are already stocked in boutique stores all over the world, but it’s only recently the brand has lashed out and started its own concept stores. The first two were in Denmark (Rains’ home country), then came Paris...and now Melbourne.
Yep, we’re just the fourth city in the world to get its own Rains bricks-and-mortar store (soz, Sydney). The store is actually a share space—multi-brand fashion retailer Principal uses the rest of the space. But Rains has carved out their own little Scandi niche: the trademark Birchwood racks and a collection of carefully designed raincoats. The palette is muted and classy (mostly mossy greens, deep navy’s and Melbourne-friendly blacks), but you’ll spot a pop of colour in the window: this season’s latest pink number.
Rains built its rep on well-made overcoats, but they’ve expanded over the years. You’ll also find the brand’s bags and accessories on the shelves (think minimal flare, maximum style). There are practical backpacks—the successor to Fjällräven? We’re calling it—plus totes, clutches and document wallets. If you spotted something online and it’s not in-store, the guys can order it in for you.
In a city that’s embraced Scando minimalism to its black-clad, brooding heart, Rains should fit right in. Next time you spot a fierce-looking raincoat on Collins St, look closer. This thing’s gonna take off.
Image credit: Jenna Fahey-White