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.
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, and 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.
