Jeff Abrams was born in Los Angeles. He grew up in California’s vibrant creative scene between art, painting, and photography. From this developed a particularly deep connection to fashion and its aesthetics, which Abrams let go his own way, right up to the establishment of his brand RAILS.
THE RAILS STORY
After graduating from the University of California at Berkeley, Abrams began working in marketing for an entertainment studio. He always loved traveling. Thereby, the other cultures and distant countries fascinated him. When he was in his early twenties, he took the opportunity to work in Italy. Besides, he traveled all over Europe with Eurail; hence the name of the brand comes from.
His work in the fashion metropolis of Italy was ultimately the creative drive for founding his brand. After his return to the USA in 2008 with a head full of inspiration and ideas, Abrams wanted to create a collection that would combine his southern California roots with European style influences. Relaxed ready-to-wear fashion with West Coast charm, refined with elegant sophistication from Europe – 2009 Rails was born.
THE ALL AMERICAN SHIRT
At the start, Abrams produced a single black hat and a simple hoodie – and traveled tirelessly across the United States from shop to shop. It got off to a good start but was far from easy. Abrams quickly realized that he must stand out from the crowd to have success.
Besides, he understood that it’s important to bring something completely new to the market. Americans love the classic cotton check button-downs. Abrams took the traditional “All American Shirt” as a template and gave it an innovative upgrade.
Without any technical experience, Abrams developed a unique blend of viscose materials and used it for shirts instead of stiff cotton. He not only refined the wearing comfort but also gave the shirts a feminine and elegant finish.
The new quality quickly expanded to other product groups and helped the brand achieve its breakthrough. The most important key pieces in the range today include the softly falling Rails signature shirts, sweaters, knitted models, silk pieces, and high-quality denim.
Timeless yet contemporary, Rails has made a name for itself in the fashion industry. Forbes magazine called Rails “the ‘it-girl’ must-have” and Women’s Wear Daily called Rails “the L.A. shirt company that can do it”.
Matthew McConaughey was one of the first celebrities to buy the signature shirts for himself and his friends. Over the years, a loyal fan base has developed. Today stars and influencers like Beyoncé, Giselle, Gigi, Kendall, and many more love the brand from the sunny state.
THE Women Holiday Collection 2020
Relaxed elegance paired with the Californian lifestyle.
The Holiday 2020 Collection from RAILS stands for “Refined Casual”. The Californian fashion brand expands the collection with elegant and stylish models. They complete the relaxed L.A. laid back look. Moreover, they transport it to a new fashion level.
RAILS is popular for its cuddly soft signature plaids. Since then, the flowing and loosely falling checked shirts in all imaginable color combinations are key pieces. The origin of the brand lies in shirting.
Shirts, blouses, and T-shirts with all imaginable prints are still at the heart of the collection. Now the Los Angeles-based brand is gradually expanding its range and adding flowing silk skirts, cuddly sweaters, and light cotton blazers, and coats made of soft wool.
RAILS’ NEW PIECES
In the current season, the brand from California shows that it can do more than casual. Thereby, it presents new models. They are suitable for business and still wear like your favorite jogging suit.
Unlined travel blazers with super-light wearing comfort, loosely swinging pleated skirts in midi length, or soft knitted sweaters in a boxy fit made from high-quality merino, alpaca and cashmere blends expand the fashion portfolio.
The outerwear segment is being gradually expanded in the Fall / Holiday Collection: robust canvas jackets are joined by accurately cut woolen coats, some of which are reversible. Short box jackets with a striking checked pattern enrich the collection. Besides, the utility jackets with patch pockets and floral prints round off these look.
Structured oversized cardigans made from alpaca-merino blends are a fashionable alternative to light transition coats. The feminine counterpart is short ballet jackets in soft shades with a romantic hole pattern or cozy knitted sweaters in a trendy rib-knit look.
Of course, RAILS remains true to its typical Californian look and so the collection includes printed dresses, silk blouses with animal prints, cool denim overalls, and casual linen jumpsuits. The significant RAILS signature sweatshirt is one of the highlights of the collection. With its bold logo letters and a used look with open hem edges it stands out of the mass.
Shop the collection on the RAILS website.
Pictures: © RAILS
