​Odeur was founded in Stockholm in 2006 as a brand experiment, using a specific white, light and clean scent instead of a visual logotype to label the graphic and dramatic, yet playful garments. The first collection included a few t-shirt styles that where distributed amongst a few initial clients in Sweden and Japan.

Today Odeur is designed by Petter Hollström and Gorjan Lauseger, the first four collections was deigned in collaboration with Anna Lidström. Odeur has spread to 17 countries, selling jeans, outerwear, accessories and fashion clothing. The collection is represented at, amongst others, Harvey Nichols in Hong Kong, Temporary Showroom in Berlin, Oki-Ni in London and OAK NYC in New York.