Are you able to tease any other projects of the sort?

It’s not a shocker, but I’ve personally always been drawn to music. We have an incredible music scene in Denmark, and so many musicians within our brand community. We would like to create a platform that allows us to interact a bit more with these artists, help bring them to the spotlight and extend our universe. That’s something we will be launching by the end of this year.

It’s been a while since you guys did a show, which was at your HQ in Aarhus. Before that, you did both Paris and Copenhagen. Where is your head at when it comes to fashion shows?

We have come to the conclusion that we are a better fit off the runway when it comes to fashion weeks. We would like to participate in fashion weeks, but I don’t think it will be through shows. We want to be able to present a full universe, and that just wouldn’t be a possibility for a brand like ours in Paris, for instance. So if we did a show again, it could be back at the HQ, or other places where we feel connected to the community.

It can be hard for buyers and press to make the time in the middle of Paris Fashion Week…

We did something different recently that worked really well for our stockists. We have these sales kick-offs where we take the whole company through the entire range of products. These have always been internal until the last time, when we invited a few key buyers from around the world. It was basically our take on the classic product presentation format — there were installations for each category. We did a small internal runway show, gave them a full tour of the HQ and a creative workshop, where we invited them to customize their own raincoats. At night, we threw a cowboy party with everyone that works at Rains — from the finance department to the warehouse guys, it was like 400 people.

That’s such a good idea. It reminds me a bit of the Moncler Genius events but on a much smaller scale.

It’s super inspiring what Moncler has been doing with Genius. But I think that’s also the core of their business strategy, right? I think for our buyers it was a unique experience, because they could feel the hands-on, family affair energy that runs through the company. It showed us how we could approach other events in the future. We put so much resources into these kick-offs and everybody is super pumped after them. It was almost too good just to be internal. So we thought: how can we get more out of this? There was no documentation of any of this by the way — no content was made or shared.

Maybe next time I can come and document it.

You’re invited.

You can catch up with last week’s Scoop with Odda’s David Martin here.