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17 December 2015

Bianca Wessel meets Sways

Danish brand Rains is unveiling its first childrenswear range, Sways, at Bubble this season! We asked Little Scandinavian's Bianca Wessel to catch up with the exciting new lifestyle brand...

Rains was established in 2012 in Denmark, with the idea of bringing rainwear for men and women into fashion. With its functional and contemporary design, it's quickly become hugely popular - and today, the brand is stocked in some of the world's leading department stores, as well as cool and fashion forward independent shops. 
As we spotted the brand on Bubble London's A/W16 exhibitor list, we decided to find out more and have a chat with Pernille B√łgeskov, who is in charge of marketing at Sways by Rains. 

You've now introduced a separate children's brand. Tell us about SWAYS by RAINS!

SWAYS is for the young adventurer with an active outdoor lifestyle  - a lifestyle that demands outerwear tailored for the occasion. In meeting this demand, SWAYS presents its waterproof collections consisting of rainwear, bags and accesories, all based on a contemporary interpretation of the traditional rubber raincoat. The expanded collection reflects the ambition of creating a complete lifestyle concept suited for the young and curious target group. 
SWAYS has chosen a target group from age 5 to 12 years with aim focus on tweens. Why is that? 

We are inspired by the mindset of the young and newly clothing conscious consumer. Realizing that the mindset of a 5 year-old and a 12 year-old is quite different, we know that both share a growing independence with individual opinions about the way they want things.


How many collections a year can we expect from SWAYS? 

SWAYS launches two collections a year - all with new and modern interpretations of traditional children's rainwear. We will constantly aim to surprise our curious and playful target group with exciting styles, colours and functions.
What are the trends in rainwear for older children? 

We believe that the children will appreciate SWAYS’ exciting colors and patterns, cool functions and the fact that you can get matching accessories and bags. 
In what way is Bubble London important for SWAYS when launching your new brand? 

SWAYS is an entirely new brand, and we want to connect with the right people when exposing the brand to the world. Bubble London is absolutely perfect when it comes to this.

What is the vision of the brand, what makes SWAYS unique? Why is SWAYS a must see brand at Bubble London this coming season? 

We feel that SWAYS is the first outdoor lifestyle brand for kids. We’re not just rainwear for children - we offer a range of outerwear, bags, accessories and more to a consumer who spends most of his/hers life outside, being active and having fun.

Kids being outside and having fun sounds great - we look forward to seeing this new brand at Bubble London! 

Thanks Bianca! Fancy seeing Sway's debut collection for yourself? You can apply for a free ticket to Bubble here...

About Bianca:

Bianca Wessel is a Norwegian mum-of-two living in London. She founded the lifestyle blog Little Scandinavian in 2009 as a gateway to the Nordic region; sharing fashion, design, Scandinavian food, travel ideas as well as inspiration for slow living. http://littlescandinavian.com

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