Money makers: Chase your demons in a raincoat

Finding his grandfather's old raincoat hanging on a nail inspired Swede Alexander Stutterheim to start his own business.

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Alexander Stutterheim: turning a profit from the blues
(Image credit: 2012 Dave M. Benett)

Unlike most clothing labels, Stutterheim doesn't promise to make you happier with its raincoats, says the BBC's Maddy Savage. As Swedish founder Alexander Stutterheim explains, "melancholy is an essential part of being a human being, and you shouldn't fight it... And that is the analogy with the raincoat, you should go out and embrace the rain, enjoy it." It's a novel approach that has won the brand celebrity fans, including rappers Kanye West and Jay-Z.

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Chris Carter
Wealth Editor, MoneyWeek