Odeur
Stockholm based Odeur was founded by Gorjan Lauseger and Petter Hollstrom in 2006 and is now sold in over 16 countries. The brand focuses on cool basics with a twist and the style can be best described as swedish fashion meets japanese. It’s all about keeping it clean without letting it get boring. A challenging task but the Odeur duo manages to create a very strong collection with many different variations on how to keep it cool a la Stockholm.
Their seventh unisex collection was presented at Mercedez Benz Fashion Week in Stockholm last month. The choice to forego a traditional catwalk and instead choosing to have a cocktail presentation on a roof-top in Gamla Stan serves as a prime example of how relaxed the designers are. The collection, titled, ‘Where the shimmer lies’ is about The New Rich and their desire to show off. It contains a broad variety of timeless pieces that come in both lighter and darker shades with details in metallic copper.
Oversized T-shirts in 100% fine cotton came longer in the back and they all had that extra something that made them special. It could have been be an exposed seam line, photo-print, text, line in copper or, my personal favorite which was an asymmetrical double layered T with a circle cut-out on the outer layer. Apart from the many variations of T-shirts, there were also hooded vests, sweats, transparent and loose knits, jackets, accessories and jeans, trousers and shorts with zip details and blazers in wrinkled silk. I was totally hooked on the wrinkled bomber jacket with the extra long back and metallic zip-details in the front. The color palette was black, off-white, grey and coral, all strong shades for the spring. Very forward and clean. Just like the Odeur vision.
