For its tenth runway show, the Danish brand opened its newly built headquarters in Aarhus, transforming a working warehouse into the setting for AW25. Designed in collaboration with Danish architecture firm SLETH, the 11,000-square-meter space is part office and part a logistics hub that sits on the hills above the city where RAINS was founded in 2012.

Brutalist in form but integrated into the local terrain, the building brings together all aspects of the company under one umbrella. When asked why they chose to move away from Paris for the presentation of this collection, co-founder Daniel Brix Hesselager explained: “It had to be Aarhus. This city showed us how to adapt—how to take a beating and still stand.”

Courtesy of RAINS

Titled FOREVER, the collection explores resilience as the ability to endure under pressure. The garments communicate this through weight, volume, and structure. Oversized collars, dense fleece, and sharply cut PU outerwear. Function is always present, but the aesthetic remains—never drifting into pure tech wear.

Courtesy of RAINS

Styled by longtime collaborator Pernille Teisbaek, AW25 steered away from the traditional runway-spectacle. Instead, models moved through an active production space surrounded by steel racks, storage systems, and machinery.

Courtesy of RAINS

Why did they choose this uncommon venue, we might ask ourselves? Hesselager puts it simply: “We’re not here to mask who we are. This is us—efficient, raw, and a little bit stubborn.” With FOREVER, RAINS sidesteps performance in favor of process, highlighting the environment that shapes each piece and the mechanics that bring it all to life.