This article delves into an exclusive conversation with Philip Lotko, co-founder of the Danish outerwear brand Rains, as he embarks on his new journey as Creative Director. He sheds light on the brand's evolution, its renewed strategic direction, and an exciting partnership with a local football club, signaling a fresh chapter for Rains.
Charting a New Course: Innovation and Community at the Core of Rains' Vision
Philip Lotko's Evolution: From Co-founder to Creative Director
Philip Lotko, a driving force behind Rains since its inception, has now officially taken on the mantle of Creative Director. This transition, while seemingly a formalization within his own company, represents a significant shift, offering him a renewed opportunity to engage deeply with the brand's daily creative operations and steer its aesthetic direction with a fresh perspective.
Reconnecting with Purpose: Intentional Creative Decisions for Rains' Future
In recent years, Rains has broadened its product offerings beyond its initial outerwear niche. Lotko emphasizes that his new role is crucial for ensuring that all creative choices are deliberate and deeply rooted in the brand's foundational DNA. This approach aims to maintain authenticity while exploring new product categories.
The Big Reveal: Rains' Partnership with Copenhagen's B.93 Football Club
In a significant announcement, Rains is becoming the main sponsor for Boldklubben af 1893 (B.93), a venerable football club from Copenhagen's Østerbro district. Lotko highlights the club's deep cultural ties and vibrant community atmosphere, describing B.93 games as a lively social event for locals of all ages, often featuring pre-game concerts.
A Return to Roots: Community Engagement Through Football Sponsorship
While acknowledging the global excitement surrounding major football events, Lotko stresses that the B.93 partnership is more about re-establishing a connection with Rains' Copenhagen origins. He has been a long-time supporter of B.93, appreciating its focus on continuous improvement and strong community involvement rather than solely on winning. This collaboration with B.93 CEO Nicolaj Thomsen is designed to foster future sponsorship opportunities for the club.
Beyond Logos: The Scope of Rains' B.93 Sponsorship
The sponsorship extends beyond simply placing the Rains logo on team jerseys. The brand is designing the official club shirts and plans to release limited-edition capsule collections in conjunction with games. Recognizing the often-rainy Danish weather, Lotko notes the natural synergy between Rains' products and the outdoor setting of football matches. The initiative also aims to deepen customer loyalty by offering access to games and club-related experiences, reinforcing a family-like bond. A promotional campaign featuring the club's players, captured by photographer Paw Gissel, is also set to launch.
Evolving Retail Strategy: A Holistic Creative Approach
Following a corporate restructuring led by co-founder Daniel Brix Hesselager, which saw Rains move towards a comprehensive retail model, Lotko outlines the corresponding creative strategy. He describes it as "people first," aiming to leverage Rains' established brand identity and archives. The goal is to engage with diverse communities through targeted events and interactions in key cities, with the B.93 sponsorship serving as a prime example of this new direction.
Expanding Horizons: Rains' Upcoming Ventures in Music and Beyond
Lotko hints at future projects, including a passion for music. He reveals plans to launch a platform by the end of the year that will spotlight Danish musicians within the Rains community, extending the brand's cultural reach. This initiative aligns with the strategy of fostering deeper connections through shared interests.
Rethinking Fashion Show Participation: Immersive Experiences Over Runways
Rains has decided to step away from traditional runway shows during fashion weeks, particularly in major fashion capitals like Paris. Lotko believes that such platforms do not allow the brand to fully convey its comprehensive universe. Instead, Rains is considering alternative presentation formats, potentially returning to its Aarhus headquarters or other community-connected locations for more immersive experiences.
Innovative Engagements: Redefining Brand Interactions with Stockists
Rains has experimented with a new approach to engaging with stockists, transforming internal sales kick-offs into curated experiences. By inviting key buyers to these events, which include product installations, internal runway shows, headquarters tours, and creative workshops (like customizing raincoats), Rains offers a hands-on, family-oriented immersion into the brand's ethos. Lotko recounts a large-scale event with 400 employees, emphasizing the vibrant energy generated. While these events were previously undocumented, their success has prompted consideration for broader future engagement, drawing inspiration from innovative concepts like Moncler Genius but tailored to Rains' unique scale and community focu
