[Rains](https://www.us.rains.com/) started as a poncho design in 2012 and has since then become one of the most reputable international rainwear brands. Co-founders Daniel Brix and Philip Lotko met each other while studying at Denmark’s TEKO Design School and decided that what Scandanavia needed the most was a stylish way to get through the not-so-sunny weather. The brand, firmly rooted in Danish tradition, excels in finding a simplistic approach to functional design. We got to speak with Philip about functionality and design.
**What made you decide that rainwear was the industry you wanted to pursue?**
We are 3 partners is RAINS – and Daniel and I created RAINS back in 2012, which is based on an early initiative to reinterpret the traditional rubber raincoat in a contemporary way.
**The brand started off with just a poncho. At what point did you know that Rains could be expanded into this much bigger thing?**
We had a few key styles to build around the brand when we started back in 2012 – and already then we could see that the concept offered something new and interesting, which wasn’t on back then.
**How do you balance functionality and design? Is there one aspect that’s more important than the other?**
We have since 2012 grown into creating an international rainwear brand mixing function with fashion – our product DNA is classic but innovative and we are always searching for new ways of developing the brand – that’s our constant motivation and inspiration. The Scandinavian design DNA is in almost everything we do – that’s why keeping designs simple and functional is key for us.
**How do you choose the cities where you place your concept stores?**
Our retail has developed some comprehensive analysis tools in order to help our decision-making process on this – it’s based in wholesale / e-com business + social media engagement.
**What’s the hardest part about co-running a brand?**
It’s not hard with the right partners.
**What’s the most rewarding?**
Seeing so many people activated and living around the brand is truly amazing.
**If you weren’t doing fashion, what would you be doing?**
We have always been motivated by creating and stayed curious – I don’t think that would change, if we didn’t worked with RAINS…
* * *
Photos courtesy of [RAINS](https://www.us.rains.com)
[Rains](https://www.us.rains.com/) started as a poncho design in 2012 and has since then become one of the most reputable international rainwear brands. Co-founders Daniel Brix and Philip Lotko met each other while studying at Denmark’s TEKO Design School and decided that what Scandanavia needed the most was a stylish way to get through the not-so-sunny weather. The brand, firmly rooted in Danish tradition, excels in finding a simplistic approach to functional design. We got to speak with Philip about functionality and design.
**What made you decide that rainwear was the industry you wanted to pursue?**
We are 3 partners is RAINS – and Daniel and I created RAINS back in 2012, which is based on an early initiative to reinterpret the traditional rubber raincoat in a contemporary way.
**The brand started off with just a poncho. At what point did you know that Rains could be expanded into this much bigger thing?**
We had a few key styles to build around the brand when we started back in 2012 – and already then we could see that the concept offered something new and interesting, which wasn’t on back then.
**How do you balance functionality and design? Is there one aspect that’s more important than the other?**
We have since 2012 grown into creating an international rainwear brand mixing function with fashion – our product DNA is classic but innovative and we are always searching for new ways of developing the brand – that’s our constant motivation and inspiration. The Scandinavian design DNA is in almost everything we do – that’s why keeping designs simple and functional is key for us.
**How do you choose the cities where you place your concept stores?**
Our retail has developed some comprehensive analysis tools in order to help our decision-making process on this – it’s based in wholesale / e-com business + social media engagement.
**What’s the hardest part about co-running a brand?**
It’s not hard with the right partners.
**What’s the most rewarding?**
Seeing so many people activated and living around the brand is truly amazing.
**If you weren’t doing fashion, what would you be doing?**
We have always been motivated by creating and stayed curious – I don’t think that would change, if we didn’t worked with RAINS…
* * *
Photos courtesy of [RAINS](https://www.us.rains.com)
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