SWAYS: For the Young and the Brave!
With a strong foundation in the essential minimalistic expressions and designs, RAINS launches its first rainwear collection for the youngest under the brand name SWAYS.
Sways is an independent platform and builds on its own products in accordance with both functionality and expression. Sways, which means ‘swinging back and forth’, is for the fashionable and adventurous child focusing in an active lifestyle, functionality and design.
The vision is to be the first with the coolest and the best with the wildest, always ready to challenge the stormy and rainy days. Sways is developed to the 5-12 years olds with a brand universe targeted against the 8-12 years olds. Sways was launched in February 2016 on www.sways.dk and selected stores.