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Issue 5 out now – Get your copy!


Rains lets you customize your raincoat right in time for the festival season and creative London duo join TID Watches

Plus: Punky fragrance from Sweden to L.A. and this national team is calling the fans to receive the right tactical moves during the World Cup.


Rains lets you customize your raincoat right in time for the festival season Danish lifestyle brand Rains now launch their customization concept Edit. They’re rooted in waterproof PU outerwear with three classic silhouettes leading season after season: Jacket, Long Jacket, and Curve Jacket. These three are the canvas to which customers can customize online, choosing between new buttons, strings, letters or heat transfer prints designed exclusively for the brand. Trained Rains Edit professionals will be on site at the brand’s Danish headquarters in a customized workshop designed to receive and process the orders.

Creative London duo join TID Watches Builders Club was founded by creative and director duo Jonas Hegi and Julien Simshauser in London as a creative production company and agency. With background in digital art, film, and design, they combine various approaches resulting in artful live action and mixed media storytelling.

— Our goal is to create meaningful work with a team of like-minded individuals, they say, to redefine the way a creative agency, production company and design studio operates.

This week they launch a collab with Scandinavian watch brand TID with a special film about the subject of time and their own interpretation of the No.3 model, that explores the material TR90, a durable and lightweight plastic. The collection consists of a black and white watch head with matching silicone wristband and watch hands in red, yellow and blue.

— When we got asked by TID and Parasol Projects about this we saw a lot of potential to experiment with ideas and visuals that were in our mind for a long time. We wanted to create a film that reflects on the idea of time in a poetic and surreal way and how we perceive moments as individuals in different ways, says Hegi and Simshauser.

Punky fragrance from Sweden to L.A. Hyped L.A.-based streetwear label SSUR has just launched their first collaboration with a Scandinavian brand. Apocalyptic Reed Diffuser has been carefully crafted together with fragrance brand Muro Scents, using the highest quality natural oils. The latter’s founder Wolf Fischer describes the scent, Made in Sweden, as ”punky”. &

The Swedish national team is calling the fans to receive the right tactical moves during the World Cup FIFA Women’s World Cup in football kicks off in France tonight and two Nordic countries will participate. Norway’s first game takes place tomorrow against Nigeria, while Sweden will face Chile on Tuesday. Unless the Swedish players get their game plan in order, why not ask those who know(?). During the championship, as the first national team, they will call Swedish fans that have registered on a dediated website in connection with the special campaign Prata med landslaget (Talk to the national team), to receive the right pep and feedback.

— With so many people backing the national team this summer, it feels great to offer this unique direct line to the Swedish supporters. Personally, I’d like to ask what they’re doing between the games and what team they’d like to beat in the final, says Joakim Mörnefält, Communications Director at state-owned gambling company Svenska Spel, who’s behind the campaign.