Rains is a Danish fashion brand founded in Aarhus in 2012 that turned PU-coated rainwear and bags into a design-forward category, with global retail expansion and a strong DTC e-commerce operation.
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See all ads on AdLibrary →Rains is a Danish fashion brand founded in Aarhus in 2012 by Philip Lotko and Daniel Brix Hesselager, who met while studying at TEKO design school. The brand's founding premise was elegant: take the functional PU-coated waterproof material used in budget rain gear and turn it into a considered fashion product with a Scandinavian design sensibility. The result was a range of minimalist raincoats and bags that quickly attracted a design-conscious urban following across Europe and beyond. Rains has since expanded from its hero rainwear into an accessories-led lifestyle brand — bags, backpacks, travel gear, and cold-weather accessories — with mono-brand stores in Copenhagen, London, New York, and Tokyo, and a strong DTC e-commerce operation.
Rains runs some of the most cinematically polished paid media in the Scandinavian fashion space. Its Instagram campaigns feature intentional rain-soaked urban imagery — wet streets, moody northern light — that makes the product's function part of its aesthetic rather than a compromise. Seasonal campaign launches (autumn/winter outerwear, spring bag collections) drive concentrated spend windows. The brand's global ambitions mean campaigns run simultaneously in English, Danish, and German across key European cities and in the US and Japanese markets. Browse Rains' full ad creative at AdLibrary.
Instagram is Rains' primary paid channel, where its aesthetic-heavy brand world translates into high-engagement creative. The brand uses Reels and Stories for campaign film launches and product drops, supplemented by static photography for conversion campaigns. Facebook supports retargeting and audience-building campaigns. Rains uses lookalike audience modelling from its DTC customer base to expand reach into new markets — a strategy that has been central to its international growth from Aarhus to a global brand.
Rains copy is minimal and mood-led — consistent with its visual identity. Headlines often reference the weather and the urban environment: "Built for the city. Built for the rain." Product copy is functional but elevated: materials, waterproofing credentials, and design details are communicated without specification-list formatting. The brand's tone is confident and slightly editorial, avoiding both the aggressive sales copy of budget outerwear and the heritage gravitas of luxury rainwear brands like Mackintosh.
Rains is the definitive case study in category redefinition through design. By treating functional waterproof material as a design medium rather than a constraint, the brand created a new premium tier in a category that was previously either cheap-functional or expensive-heritage. Marketers should study how Rains uses its campaign imagery — always shot in authentic rain conditions — to make the functional context feel aspirational rather than apologetic. The brand also demonstrates how a tight, consistent visual identity enables rapid international expansion: a Rains ad is recognisable in any market without cultural translation.
Searching for Rains? Whether you type Rains ads, Rains Meta ads, Rains TikTok ads, Rains Google ads, or see all Rains ads — this page surfaces every active and historical Rains creative we have indexed. Browse the full archive at Rains ad library. Related queries: Rains ads, Rains ad library, see all Rains ads, browse Rains ads, find Rains ads, where to see Rains ads, Rains Meta ads, Rains Facebook ads, Rains Instagram ads, Rains TikTok ads, Rains Google ads, Rains YouTube ads, Philip Lotko Rains ads, Daniel Brix Hesselager Rains ads.
