- Words Nick Lowe
Danish rainwear brand RAINS teams up with London-based artist Patrick Schmidt in a collaboration for EDIT, RAINS’ product customisation project.
After working on projects ranging from the likes of luxury clothier Gucci to the cyclist cult-brand Rapha, Patrick Schmidt lends his talents to EDIT by RAINS. The range of designs have been created under the theme, “Post-Summer,” exploring the urge to squeeze the last drips of a sun-laden holiday. The collection includes dogs, banana peels, palm trees, Schmidt’s take on 90s nostalgia and more. The concept will coincide with the London Design Festival, and launched simultaneously first in RAINS’ London store, and later worldwide online. Each piece of artwork is made possible through heat transfer print administered by trained EDIT professionals.
EDIT was first launched at Copenhagen Fashion Week in 2018 and since then, the concept has grown from a retail event to an integrated, omnichannel customisation concept for Rains fans around the world. This collaboration marks the first of RAINS’ plans to work with external artists under the EDIT concept.
The worldwide launch will commence on RAINS’ website on Thursday 19th September to Monday 30th September 2019. Check it out below!