Norwegian Rain AW18 “Eunoia”
Tailored, Japanese sensibility, waterproof, stylish, effortless, technical, textured… all words that describe Norwegian Rain’s Autumn/Winter 2018 collection, titled “Eunoia”. In other words, it strikes a balance between the utilitarian functionality of the brand’s raincoats and contemporary men’s style.
Norwegian Rain have always put the well-being of the wearer first. Hailing from Bergen, the rainiest city in Europe, the brand was born out of need – a need to not only stay dry and defend against the rain, but remain stylish too. It’s feat barely any other brands manage.
For AW18 the outdoors label have added new shapes, volumes and textures to create new designs, and upped the ante on its already superb existing models. As before, the latest collection is designed by the now-famous Norwegian Rain duo: bespoke tailor and designer T-Michael, known for his conceptual approach to his handcraft; and creative director Alexander Helle, a business graduate that founded the Rain project based on flourishing collaborations between local expertise from the creative scene of Bergen, Norway.
We can’t help but admire Norwegian Rain’s niche focus on rainwear. If you reside in Europe most major cities suffer with plentiful rainfall, year-round. And trying to remain dry and “cool” – and by cool, I mean seriously stylish – during these months is a difficult task. Sure, items such as the traditional trench coat are a timeless option for the sartorially-inclined gentleman, but for those seeking something a little more unique – a little more edgy – Norwegian Rain should be your first port of call.
Adhering to the brand’s signature, there is an intentional balance between fine tailoring techniques and maintaining 100% waterproofing. This, alongside eco fabrics from Japan, combine to create raincoats that don’t look like raincoats.
Norwegian Rain is currently available worldwide in 114 stores across 15 countries, including two flagship T-Michael/Norwegian Rain stores in Bergen and Oslo. Some of its retail partners include Antonioli, Al Duca D’Aosta, Luisa Via Roma, MatchesFashion, Merci, Printemps, Stilj, TSUM and United Arrows, among others.
