I found this Charcoal Cloud Askew T-Shirt from Odeur whilst flicking through Thousand Piece Puzzle yesterday and couldn’t help but fall in love with it. Made from 100% fine cotton and featuring a “slightly unbalanced” front & back cut, I’d definitely deem it a necessity!
I’ve never been a fan of tie-dye but after seeing this I may be a changed man. I
want need one!
T-Shirt, £70.00, from Odeur
Images courtesy of Thousand Piece Puzzle
Petter Hollström and Gorjan Lauseger, the duo behind Swedish unisex brand Odeur, have once again pulled out all the stops in their Spring/Summer 2012 collection, ‘Aerial Ambitions’, which is inspired by the human illusion of being able to fly, as in the tales of Icarus that covers human conceit. The collection follows suit with the brands signature, focusing predominately on detail and playful silhouettes. The palette for this collection is monochrome in white, black and grey, which is again similar to Petter and Gorjan’s previous work.
I’ve been following Odeur for approximately 1 year now, and the development I’ve seen has been remarkable. The way in which Petter and Gorjan have manipulated classic sportswear in order to create elegant, tailored and detailed garments is phenomenal, and they’ve definitely earned themselves a well deserved position as one of my favourite emerging brands!
You can view the full collection on the Odeur website, and purchase a handful of garments via Coggles.com and selected stores worldwide. You can view a full list of stockists via the ‘Retailers’ page on the Odeur website.
Photography by Axel Engström
Note that all questions in this interview were answered by designers Petter Hollström and Gorjan Lauseger of Stockholm-based label Odeur.
What would you consider to be the aesthetic behind Odeur?
The aesthetic behind Odeur is the clean androgynous cut, graphic silhouette and a new story behind each collection.
What were you doing before you formed Odeur?
Both of us went to school, but we were not studying fashion. We are also currently working on some additional projects, including art direction and styling.
Aside from designing, what other interest’s do you have?
We are interested in everything that is inspiring us: our friends, good music, traveling, other creative individuals and all of the nice things out there.
What projects are you currently working on?
Right now we are working on a number of different projects – including some projects which will hopefully make the collections a little more accomplished. We’re also looking into where we should open the Odeur flagship store.
In your own opinion, what is unique about Odeur?
Every brand have something unique, and it is entirely up to the customer to decide what that is specifically. We are just being honest to ourselves when we design, and maybe that brings uniqueness. Also, all of the Odeur garments are scented with our unique scent, which then replaces a visual logotype.
In business terms, what advice would you give to aspiring designers?
It would be to listen to yourself, find out what it is that you like, what silhouettes and garments you appreciate, and then work from there. It’s important to have continuity – so people can then recognize you without you printing your brand name across the chest of each and every one of your garments.
Lastly, would you say that Odeur is successful?
Of course. We are able to to do what we want, and that is the most successful thing that you can ask for as a designer.
Images courtesy of Odeur