Vihmma

Vihmma sells women’s rainwear and weatherproof accessories—primarily trench coats, parkas, and waterproof bags—priced in the mid-range bracket, with coats running USD 180-320 and bags USD 70-120. The brand is digital-native, shipping worldwide from its own site and pop-up pre-order windows; no permanent brick-and-mortar inventory is held, keeping inventory lean and releases limited. The label’s core promise is “city-proof” rainwear that looks like contemporary ready-to-wear: sealed seams, breathable membranes, and matte recycled shells cut in minimalist silhouettes. Signature pieces include the reversible “Køben” trench and the packable “Nimbus” coat that folds into its own back pocket—both photographed on cyclists and featured in Vogue Scandinavia’s sustainability edit. Customers are 25-40-year-old urban professionals who commute by bike or public transit and want weather protection without outdoor-gear aesthetics. They value design-led sustainability, buy fewer but better garments, and follow Nordic fashion influencers for gear that transitions from bike lane to office. Vihmma competes in the gap between fast-fashion raincoats and high-end technical outerwear by offering performance fabrics at contemporary-apparel prices, coupled with limited-drop scarcity. Where mass brands sacrifice fit or ecology and premium players push price upward, Vihmma delivers certified recycled content, refined tailoring, and direct-to-consumer transparency.