Odeur was founded by Petter Hollström in Stockholm in 2006, as a brand experiment. By replacing the traditional word-based logotype with a brand specific scent that is infused in the garments, Odeur was able to become the label with a non-visual logotype. The scent is described as white, clean and light. The triangular shape often used to brand the collection represents the construction of the scent – with a base note, middle note and top note. The collections are developed drawing from a wide range of inspirations. Elements incorporated are always present in our direct surroundings, including musical, contemporary art, film and architectural references. ODEUR embraces such open interaction through its uni-sex and multidisciplinary approach towards design.