For weeks now we’ve been rubbing our hands together in anticipation, and the moment is almost here. The very first Fier shoot hits the blog tomorrow so today we want to introduce you to the unisex label Odeur designed by Petter Hollström and Gorjan Lauseger. We’re keeping it particularly low on pictures. Teasing your appetites a little for what’s to come tomorrow.
Stockholm based label Odeur was founded in 2006, more as an experiment than anything else. Their first collection consisted only of t-shirts and was distributed to select buyers in Sweden and Japan. Wearers soon realized that the typical logotype on each piece had been replaced with clean fresh scent to reflect the collection - hence, the name Odeur.
Even though all elements - the fabrics, details, wearabitlity - have been carefully thought through, the cuts are what seem to carry most importance for Odeur. Their current logo is a simple graphic pyramid, which is the simplest representation of how the designer duo Petter Hollström and Gorjan Lauseger always incorporate geometric shapes into each collection. Although the triangle always stands at the center of the design, they include another shape for each collection as well as choose one distinctive colour for each season.
What does merging fashion with one of the world’s oldest sciences mean? It’s not a Da Vinci code, it doesn’t take deciphering. It just means a well cut brand with details like a triangle pleated gathering close to the neckline, a diagonal zip on the leg that creates a, you guessed it, triangle opening, and maybe (since it’s based on such an old science) a vision that appeals to our human nature.
The key colour of the spring/summer 2011 collection is a bright pink and it’s mixed with black, white and a vibrant coppar they’re calling “the new gold”. It’s entitled ‘Where the Shimmer Lies’ and is about the dark side of the Nouveau Riche coin, how people use expensive fashions and self-indulgent ways to show off their newly acquired riches.
All photos property of Odeur.
Available at GLUECLOTHINGS.
(By Lisa Filippini)
Mattia Pulini (1981), from Ravenna (Italy), owner and manager of Glue Clothings, tells us about his project. The name is a reminiscence of the 70’s punk fanzine Sniffin’ Glucose, and is a reminder that in the shop they sell more than just clothes. The shop opened on March 6, 2010 in the centre of Ravenna.
Here is Mattia’s story, in his own words: