RAINWEAR: THE NEW COOLWEAR
Danish brands Packmack and Rains on looking good while getting wet.
It rains as much in Denmark as it does here. But unlike the Danes, we haven’t mastered the art of looking good while getting wet. Two Danish specialists, Packmack and Rains, show us how it’s done. Hint: Treat rain gear like street/sports/utilitarian wear.
Who is behind it: Husband-and-wife team Tim Larcombe and Trine Rosenkjaer, who started the brand in Copenhagen in 2015.
Cool factor: The couple’s combined past experience includes stints at Levi’s, Nike, Converse and Dockers.
USP: Sporty-meetssmart-casual unisex jackets in waterproof (duh!), lightweight, breathable and durable nylon designed for humid rainy days (the kind we have). Each has waterproof zips, sealed seams, reflective logos (for night showers or skydarkening rainstorms), elasticated draw cords and a built-in pocket to pack the jacket into. All styles use the same fabric to minimise waste. Where Packmack is cool (aside from Denmark): Japan – Rosenkjaer and Larcombe say their jackets are a big hit with the streetwear crowd. From: Kapok. Prices: From $145.