About Concepts d'Odeur

Concepts d'Odeur — founded as 'Odeur' — was created by Petter Hollström in Stockholm in 2006, as an experimental project. By replacing the traditional word-based logotype with a brand specific scent that is infused in the garments, Odeur wanted to explore the dynamics between non-visual and visual aesthetics and expressions. The scent — described as white, clean and light — became the main branding of the collection initially. The triangular shape, often used to brand the early collections, represents the visual interpretation of the scent with it's broad base, sleek middle and pointy top note.

The collections are developed from a wide range of inspirations. Elements incorporated are always present in our direct surroundings — including music, dance, contemporary art, film and architectural references. Concepts d'Odeur embraces an open interaction through its unisex and multidisciplinary approach towards expressions and diversity. Comfortable materials and cuts are key to the collections.

Today Concepts d'Odeur is designed by Petter Hollström and Gorjan Lauseger and has spread across the world.

Gorjan Lauseger & Petter Hollström