Rains Appoints Philip Lotko Creative Director

Philip Lotko, co-founder of Danish outerwear brand Rains, has become its creative director. He said the change will let him engage more closely with daily operations.

The brand, established in 2012, has grown beyond its original focus. It has participated in Copenhagen and Paris Men’s Fashion Weeks, moved its headquarters, and restructured under co-founder Daniel Brix Hesselager, who took over as CEO in October 2025.

From co-founder to creative director

Lotko explained that the new title reflects a clearer division of responsibilities. While he and Hesselager previously shared duties, the role now centers his attention on design and direction.

“Daniel and I have handled many roles during expansion,” he said. “I’ve worked from Copenhagen while the headquarters are in Aarhus, leading special projects. This position allows me to be more involved in daily decisions.”

The adjustment coincides with Rains expanding its product range. Lotko wants to keep creative decisions aligned with the brand’s core identity rather than branching into unrelated areas.

A soccer sponsorship with local roots

Rains has partnered with B.93, a historic Copenhagen football club. Known officially as Boldklubben af 1893, the club is one of the city’s oldest and is deeply embedded in the local culture.

“Attending a B.93 match on a Friday feels like a warm-up before a night out,” Lotko said. “The crowd includes stylish people of all ages, and the club sometimes hosts pre-game concerts.”

The deal includes designing the team’s jerseys, featuring the Rains logo. The brand will also release limited collections tied to match days. Denmark’s frequent rain makes the club’s terraces a practical fit for waterproof outerwear.

The sponsorship extends to the brand’s loyalty program, offering customers tickets and exclusive experiences. A campaign with photographer Paw Gissel and B.93 players launched alongside the announcement.

Lotko noted the timing wasn’t planned around the World Cup, though he recognized football’s cultural appeal. “Many brands want to connect with the sport,” he said. “This partnership is about strengthening our ties to Copenhagen.”

The collaboration may lead to future sponsorships. Rains worked with B.93 CEO Nicolaj Thomsen, who described the club’s focus on community rather than competition.

The brand’s relationship with fashion weeks has changed. After showing in Paris and Copenhagen, Rains moved away from traditional runways. Lotko said the company prefers off-schedule events that better express its vision.

“If we return to shows, it might be at our Aarhus headquarters or other community spaces,” he said. “Paris wouldn’t give us the freedom we need.”

Instead, Rains has tried alternative formats. During a recent sales event, the brand invited key buyers to its headquarters for a full-day program. The schedule included product displays, a small runway presentation, a facility tour, and a workshop where attendees customized raincoats.

The day ended with a party for all employees. Lotko called the event successful, noting it reflected the brand’s collaborative culture. “We invest heavily in these gatherings, and the energy afterward is incredible,” he said. No content was shared publicly, but he offered to document it next time.

The approach resembles larger activations like Moncler Genius, though Lotko stressed Rains adapts the concept to its own size and values. “Moncler’s work is inspiring,” he said. “But their strategy is central to their business. For us, it was about showing buyers the company’s spirit.”