Used to the onslaught of wet weather conditions in their native Denmark, founders Philip Lotko and Daniel Hesselager knew that if they let the rain get them down, they'd be living in a permanent rut. So might as well lean in and name your brand after this cumbersome weather phenomenon right? 

Starting through a fascination with the classic rubber raincoat, RAINS is an outerwear lifestyle brand that encourages outdoor exploration under any conditions through gear you can't wait to try out. To put it in The Jesus and Mary Chain-terms, 'they're happy when it rains. They're happy when it pours.'