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Odeur was founded as a brand experiment by Petter Hollström and Gorjan Lauseger in Stockholm in 2006. By replacing the traditional word-based logotype with a brand specific scent that is infused in the garments, Odeur was able to become a label with a non-visual logotype. The scent is described as white, clean and light. The triangular shape is often used to represent the construction of the scent - with a base note, middle note and top note.

The collections are developed by drawing inspiration from a wide range of sources. Elements incorporated are always present in our direct surroundings, filled with musical, contemporary art, film and architectural references. Odeur embraces such open interaction through its unisex and multidisciplinary approach towards design.