Petter Hollström graduated from Berghs SoC in 2006. With his graduation project Petter wanted to explore the core of a brand. He set out to create a non-visual driven brand and ended up founding his own fashion label; Odeur, that use a specific white, light and clean scent instead of a visual logotype to label the graphic and dramatic yet playful garments.
Today Odeur is designed by Petter and Gorjan Lauseger and has spread to 25 countries, selling jeans, outerwear, accessories and fashion clothing.
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