The brains behind the Swedish uni-sex brand Odeur are Petter Hollström and Gorjan Lauseger. Petter actually started the project in 2006 as a fun brand experiment. By replacing the traditional wordbased logotype with a brand specific scent that was infused in the garments, Odeur was able to become the label with a non-visual logotype. Gorjan, who works as a stylist, is since a few years also a part of Odeur and designs the collections together with Petter. Odeur is represented in over 20 countries with their clothes, footwear and accessories.