Odeur was founded in 2006 by Petter Hollstrom. Currently,the collection's designed by Hollstrom along with Anna Lidstrom and Gorjan Lauseger. Originally, Odeur was a brand experiment seeking to broaden the opinion of what design really means from a branding perspective, using a unique scent placed into each garment as a replacement for the traditional, word-based logotype.
The aroma of Odeur is based on a number of visual factors; the clean lines of clothing with an almost androgynous alien look. By using aromas that stem from a higher scale, the scent of Odeur is meant to be a light, white and clean fragrance. It is not specific, and the chosen aroma covers all natural elements. It is fresh, clean and modern, a reflection of the brands clothing.