ODEUR
aktualisiert 17 Februar 2011
Frühling/Sommer 2011
Odeur
Spring/Summer 2011
Unisex
Where the Shimmer Lies
We are the new rich. The Odeur Spring/Summer 2011 collection is inspired by Nouveau Riche attributes. Being named »Where the Shimmer Lies«, the collection seeks to investigate the indulgent use of fashion often expressed by the ones struggling to show the world their newly achieved wealth.
Using a mix of bright summer colours in contrast to a more dark scale, this collection is made rich and easy by its mix of materials as well as by details of metallic copper – the new gold. A playful relationship to the silhouette, a focus on details and unexpected cuttings characterizes the unisex collection as always.
A brief history
Odeur was founded in Stockholm in 2006 as a brand experiment, using a specific white, light and clean scent instead of a visual logotype to label the graphic and dramatic, yet playful garments. The first collection included a few t-shirt styles that where distributed amongst a few initial clients in Sweden and Japan.
Today Odeur is designed by Petter Hollström and Gorjan Lauseger and has spread to 16 countries, selling jeans, outerwear, accessories and high fashion clothing. The collection is represented at, amongst others, Harvey Nichols in Hong Kong, Oki-Ni in London and on-line, OAK NYC in New York, ParisTexas in Copenhagen and on-line and Temporary Showroom in Berlin.
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