When Philip Lotko stepped into the role of creative director for Rains, the Copenhagen‑based label saw an opportunity to deepen its narrative beyond fashion. Lotko, who co‑founded the company in 2012, brings a vision that intertwines design with community, aiming to turn every touchpoint into a cultural moment.
A community‑first approach
The brand’s recent partnership with Boldklubben af 1893, a historic football club from the Østerbro district of Copenhagen, marks a strategic move that blends sport with style. Rains will design the club’s shirts and develop a capsule collection that reflects the team’s legacy while echoing the brand’s contemporary aesthetic.
Beyond apparel, the sponsorship extends to a series of events that transform the club’s identity into a shared experience. From runway shows staged in the club’s home ground to workshops that invite fans to co‑create designs, the collaboration is positioned as a celebration of local heritage.
Rains has been shifting toward a 360‑degree retail model that treats its stores as community hubs. In key cities such as Copenhagen and Paris, the brand hosts installations, pop‑up performances and creative sessions that invite customers to become part of its evolving universe.
Looking ahead, the company plans to launch a music platform by the end of the year, further expanding its cultural footprint. This initiative underscores a broader ambition to present a full universe through events and interactions, reinforcing a community‑first approach that defines the brand’s next chapter.