Amsterdam is a city where everyone cycles. But it's also a city where it often rains. That combination has inspired 72andSunny's Amsterdam office to create the Raynsie, a product inspired by its hometown.
The Raynsie is an adult onesie, or coverall, in high tech waterproof fabric, designed to put on over your clothing to keep you dry when cycling in the rain. 72andSunny has been working on the Raynsie's development for over two years, from initial prototype development through to this week launching a bona fide product manufactured in China. It is available to buy online at Raynsie.com, with international delivery.
"We wanted to do something that pushes the culture of the city forward, and makes Amsterdam easier to navigate," Nic Owen, managing director at 72andSunny Amsterdam, told Creativity. Although very much inspired by Dutch culture, Owen believes it has a potential audience beyond the Netherlands and indeed beyond just cycling, for example as rainwear for festivals.
The Raynsie comes in six adult unisex sizes and six designs, all with reflective detaiing for safety. Designs are inspired by Dutch cuisine: one design is based on Hagelslag, the sweet sprinkles eaten with bread as a snack in the Netherlands, and another is called "Dips," inspired by the Dutch love of dipping foods in sauces. Prices start at 299 euros, with the premium darker colored designs at 350 euros.
The product launches this week online, supported by a pop up shop in Amsterdam and marketed with the hashtag #PrayforRain. Raynsie is also collaborating with Dutch rap artist Donnie, who will perform at the launch and will wear the product in a music video due to launch in 2017.
The agency has appointed Valentina Mandozzi, who has a background in fashion product development and startups, to run the project. For now the entire brand will be managed in-house added at 72andSunny, but Owen said that the agency would look at running it more commercially if the product takes off.