Lifestyle
Founded in 2012 by friends Daniel Brix and Philip Lotko, neo-Scandinavian fashion and lifestyle brand Rains has become renowned for its contemporary spin on the typical rubber raincoat. Twelve years have seen a whirlwind of innovation and growth at Rains, on top of wildly successful sales and over 30 brick-and-mortar stores, the Danish brand has secured a coveted spot on the Paris Fashion Week schedule where they have been showing since January of 2022. The Paris slot has submerged Brix and Lotko in the theatricality of the Paris fashion crowd, which includes industry insiders, artists and musicians from around the globe. Named for the incontrovertibly wet weather in their native Denmark (the country sees 171 days of precipitation each year), the brand has become just as synonymous with unpredictable London commutes and day festivals. Rains’ unique combination of conceptuality and functionality has built a cachet with younger and more fashion-conscious audiences and cemented its place on and off the festival stage.
Back in May, Rains invited East-London rapper Lancey Foux to be the face of its new Festival 2024 campaign. Known on and off the stage for his distinctive style and bold artistic sensibilities, Foux has fast become a fixture on the fashion scene as well, adding Rains to a list of collaborators that includes Givenchy, Telfar, A-Cold Wall* and Mulberry. Foux is a unique artist, emerging on the underground London hip-hop scene, he has never let peoples’ expectations define his path, as he traverses multiple genres, blending everything from Americanised trap to grime and traditional hip-hop. Foux’s rebellious spirit and innovative artistry are mirrored in the evolving face of Rains, whose avant-garde Paris runways have become almost unrecognisable from the humble raincoat brand of 2012.
For the Festival 2024 campaign, Rains presented a joyful image series in the mud and sand that showcased the durability of Rains in the face of the dynamic and unpredictable nature of a live and on-stage Lancey Foux. Rains’ festival campaign with the 28-year-old artist, real name Lance Omal, culminated in an explosive performance by Lancey Foux at London’s All Points East, where the multi-faceted artist played an electrifying show to a shining and captivated audience in a selection of Rains’ more exciting weatherproof pieces.
We caught up with Lancey Foux after his performance to discuss everything from his roots and early influences in both fashion and music, to the visual and conceptual aspects of his artistry, the unique experience of festival performances, his relationship with Rains, and why he chose to wear them for All Points East.
SS: Can you tell me about your early experiences with fashion?
LF: Growing up, fashion was always a form of self-expression for me. I remember being drawn to unique pieces that stood out, whether it was something I found in a thrift store or something I customised myself. My early experiences with fashion were all about experimentation and finding ways to communicate who I was without saying a word.
How did growing up in East London influence your style?
East London is a melting pot of cultures, and that diversity heavily influenced my style. The streets are alive with so many different looks, from vintage to high-end, and that blend of influences shaped my approach to fashion. It taught me to be bold, to mix things up, and to always stay true to my roots while also pushing boundaries.
What do fashion and modelling give you creatively that differs from music?
Fashion and modelling allow me to express myself visually in a way that music can’t. While music is about sound and emotion, fashion is about imagery and movement. Both are forms of storytelling, but they tell different parts of the story. Fashion gives me the chance to embody different characters and moods, to play with aesthetics, and to connect with people through a different medium.
How did this partnership come about, and what do you look for in a brand you’re collaborating with?
The partnership with Rains came about organically. They reached out, and it just felt like a natural fit. When I’m looking to collaborate with a brand, I look for authenticity and a shared vision. The brand has to resonate with my personal style and what I stand for. Rains has that edge and creativity that aligns with what I’m about, so it was an easy decision.
Can you tell us about your experience working with Rains on this campaign? How involved were you in the creative and conceptual side of things?
Working with Rains has been dope. They really gave me the freedom to be involved in the creative process, which I appreciate. I was hands-on with the concepts and the visuals, making sure everything felt true to both the brand and my personal style. It’s important for me to be involved in these aspects because it ensures that the final product is something I can stand behind fully.
Can you tell me about the track ‘Safari Rider’ – what are the influences that form the track? What kind of energy were you tapping into? And how does that fit in with this Rains campaign?
‘Safari Rider’ is a track that’s all about energy and movement. I was inspired by the idea of a journey, both physically and mentally. The beats have this driving rhythm that feels like you’re on a ride, and the lyrics tap into that sense of adventure. For the Rains campaign, it felt like the perfect fit because both the track and the brand embody this idea of exploration and embracing the elements.
What do you look for in terms of wardrobe when you’re performing?
When I’m performing, I look for pieces that are both comfortable and make a statement. I need to be able to move freely, but I also want to feel powerful and confident on stage. The wardrobe has to reflect the energy of the performance, so I go for bold, edgy looks that resonate with the vibe of my music.
Can you run through your look for All Points East and tell me why you chose to wear Rains?
For All Points East, I wanted something that was sleek and functional but still had that cutting-edge style. Rains delivers on that with their designs – they’re minimal but make a statement. I chose to wear Rains because their pieces can handle the unpredictable weather while still looking fresh. It’s the perfect balance of form and function.
How does performing at a festival compare to other live shows?
Festivals are a whole different vibe. The energy is on another level because you’re performing to a massive crowd. There’s a sense of unity in the air that you don’t always get with smaller shows. It’s like everyone is there to connect through the music, and that creates a powerful atmosphere. This festival was also special because it was my first time performing with a full live band, which brought a new dimension to the performance. The live band added a raw, dynamic energy that really elevated the experience for both me and the audience.
There was a big audience at APE. What goes into curating a set of this magnitude? And what changes do you make when performing to a big crowd?
Curating a set for a big crowd is all about pacing and energy. You want to take the audience on a journey, so I think about the flow of the setlist – starting strong, building up, and then leaving them on a high. When performing to a big crowd, you also have to play to the space, making sure your energy reaches every corner of the audience.
Who has been your favourite crowd to play to thus far? What kind of journey do you want to sculpt across your performance?
One of my favourite crowds was at a show in Paris – there was just something about the energy that night. They were fully tapped in, and that connection fueled my performance. I aim to sculpt a journey that’s intense and immersive, where the audience feels every beat and lyric. I want them to leave feeling like they’ve experienced something unforgettable.
You bring a potent and unique sense of confidence to your performances. Has this always been a part of you, or something that you’ve built and developed over time? And how does this confidence translate from music to the fashion side of your career?
That confidence has definitely been built over time. I wasn’t always this self-assured, but with every performance, every project, I learned more about myself and what I’m capable of. In fashion, that confidence translates into taking risks and owning my style. Whether it’s on stage or in front of the camera, I’m always pushing to be the best version of myself.
Do you enjoy the visual process of your work? How do you bring your sound to life on screen? And what qualities do you seek to illustrate and emphasise?
I love the visual process. It’s where I get to bring the ideas in my head to life. When I’m working on visuals, I’m thinking about how to amplify the emotions in my music through imagery. I want to illustrate qualities like strength, individuality, and creativity—things that are central to who I am as an artist.
When listening back to your early material, the likes of ‘About It’ or ‘I Know You’ – which version of yourself can you hear on those tracks? In what ways have you evolved since then?
When I listen back to those early tracks, I hear a version of myself that was still finding his way, still experimenting with sound and identity. Since then, I’ve evolved both as a person and an artist. My sound has matured, my vision is clearer, and I’ve grown more confident in my voice and what I want to say through my music.
If you could offer one piece of advice to your younger self, what would it be?
I’d tell my younger self to trust the process and not rush things. Everything happens in its own time, and it’s important to stay patient and focused. I’d also remind him to stay true to himself, no matter what.
Are there any new sounds, scenes, or genres that you’d like to experiment further with in the future? In which direction would you like to steer your sound?
I’m always looking to experiment and push my sound in new directions. I’m curious about blending more global influences into my music—sounds from different cultures and genres that I haven’t fully explored yet. I want to keep evolving and surprising people with what I do next.
