Although the brand has been around since 2002, Odd Molly opened its first concept store recently in February. Unlike the neutral and safe tones of many Swedish brands, Odd Molly sells bold pieces with daring prints and designs. In fact, the brand tries to avoid using black in general and instead focuses on bright bursts of color and patterns in the clothing. Odd Molly also makes many bohemian-inspired pieces but always with a mix of girlishness.
The label has been very popular in other countries, with over 80 percent of the sales from abroad. As expected, Odd Molly is gaining momentum in its home country of Sweden since the concept store opening. Odd Molly still distributes clothing to Swedish department stores such as NK and Åhléns City.
Admittedly, the clothing and items in Odd Molly are on the high end, with the cheapest item being around 900 kr. One of the reasons behind the high prices is that many of the items are hand made, some items taking up to 60 hours to make.
Editor’s Pick: Pink jacket, 1595 kr
(Photos: Lydia Parafianowicz)