MILAN — Cool Scandi rainwear brand Rains has opened the doors to its first retail outpost in Italy, unveiling a flagship in central Milan Thursday, as the first chilly breeze swept summer away from the city.
Located on Corso Garibaldi in the arty Brera district — already home to youth-leaning brands such as Supreme and Carhartt WIP — the 570-square-foot unit across two floors is defined by a minimalistic and industrial design with brutalist materials such as concrete, stone and steel conveying a graphic, gallery-like vibe.
“The Italian market has always been a success story for us from a wholesale point of view, so the opening in Milan has been on the agenda for quite some time,” said Rains cofounder Daniel Brix Hesselager in emailed remarks. “It’s a poignant time for us, not only because the city is steeped in design history which resonates with our brand so strongly, but also because it marks how far we have come as a brand,” he said.
The Rains flagship in Milan.
Courtesy of Rains
An impressive, bulbous art installation that recalls a tree branch or water streaming down a waterfall takes center stage in the store, running through the two stories. It was co-created by Rains’ longtime collaborator Jacob Egeberg with Brix Hesselager, who said it “speaks to the art scene in Milan.”
“For us, the Italian consumer and the Milanese sensibility in particular, is one that appreciates products that coexist in both functionality and design — and it’s this duality that sits at the core of our brand and in fact at the core of the store,” Brix Hesselager said.
The store carries Rains’ range of outerwear, ready-to-wear and accessories, all merging functionality with clean, minimalistic designs imbued with a Scandinavian edge.
“We are realistic with both our short-term and long-term aims for the [Italian] market. You can’t forget that the current market is unpredictable, so we want to approach with caution and with purpose,” Brix Hesselager said. “The aim over time will be able to grow our retail footprint outside of Milan. We find these urban areas trade very well for us, and also continue to inspire and educate the Italian market on the unique essence of Rains,” he said.
The Rains flagship in Milan.
Courtesy of Rains
Rains said the Milan opening kicks off a new phase for its retail expansion. The brand operates 30 flagships across continents, including units in Shanghai, New York, Paris, London, Berlin and Stockholm, among others.
Marking its retail debut in the city, Rains has orchestrated a collaboration with hip Milanese retailer 10 Corso Como.
“Timing-wise, it felt right for this to coincide with the store opening, too, and [celebrate] this idea of Italian design,” the cofounder said.
The Rains and 10 Corso Como capsule collection.
Courtesy of Rains
Built on six signature Rains designs, the capsule collection embeds the retailer’s graphic circle logo subtly splashed on a fishtail parka, A-line jackets, weekender bags, beauty case and bucket hat, all crafted from the rainproof and breathable PU fabric. The capsule collection is available at 10 Corso Como in Milan and at the new Rains flagship in the city.
