Scandinavian outerwear brand Rains has teamed up with artist Patrick Schmidt in a collaboration for EDIT, Rains’ product customisation project.
Schmidt, a London-based illustrator, has worked on projects ranging from the likes of Gucci and cyclist cult-brand Rapha, to London’s pizza pride and joy, Yard Sale Pizza. As he lends his talents to EDIT, the breadth of designs has been created under the theme, “Post-Summer,” exploring the urge to squeeze the last drips of sun-laden holiday.
The collection of illustrations includes: dogs, banana peels, palm trees, Schmidt’s take on 90s nostalgia and more. The concept will be launched simultaneously with the London Design Festival, launching first in Rains Store London at the King’s Cross location and later worldwide on rains.com. Each piece of artwork is made possible through heat transfer print administered by trained EDIT professionals.
Since EDIT was launched at Copenhagen Fashion Week in 2018, the concept has grown from a retail event to an integrated, omni-channel customization concept for Rains fans with access to rains.com around the world. This collaboration marks the first of Rains’ plans to work with external artists under the EDIT concept.
The collection will be available from 19th to 30th September from www.rains.com.
Tayler Willson is Mixmag's Digital Fashion Editor, follow him on Twitter
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