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Odd Molly
BACKGROUND
Odd Molly was founded on March 25th of 2002, a time where fashion business was as difficult as can be. Karin Jimfelt-Ghatan and Per Holknekt came from different corners of the design industry and meet to discuss a fashion job for a large advertising firm. They immediately saw a solid and mutual, almost magic, interpretation of one anothers ideas and instead decided to start their own label. 4 years later, Odd Molly was, against all odds, an international fashion success and the word was out there.
FASHION AWARD
Odd Molly recently won the prestigious International Baltic Fashion Award in the Prêt-á-Porter category and have also been nominated for numerous awards before and after this.
THE DESIGN TEAM / FOUNDERS
Per Holknekt, a former skateboard world champion and current pinball champion, has over 20 years in fashion. Per is the Creative Director at Odd Molly and has not only won international awards in both fashion and advertising but also sports gold records on his walls. Karin Jimfelt-Ghatan on the other hand has the main responsibility for the collections. She has numerous success stories from other fashion labels for over 2 decades but hasn´t been given the opportunity to fully let go of her own fabulous visuals until today. We´re just sooo happy she saved all of her real dynamite potential until now. We see none better. Third original partner, Christer Andersson, has been with the company since the very beginnig to help shape Odd Molly into a business.
BRANDING
Each collection carries its own labelling and theme for identification, design and statemental purposes. We recently had "You´re perfect because you are not" and for fall-07 it is ”Living tenfold” and winter -07 runs under ”Hands of a lover”. We hope it all seems confusing.
ODD MOLLY CORE VALUES
In a time where fashion has become a race between women to show who´s got more, Odd Molly slows down and highlights the little but important things that women have in common, things that unite. Thoughts, needs and reactions. Nothing political, no specific opinion, no do´s or don´ts, just a tiny little wake-up call as a reminder of good things we´ve forgotten while participating in the race. After all, what is more beautiful than a woman flying high from feeling good. Here´s our full brand platform: ”Odd Molly is a brand with a mind, a heart and a conscience. Odd Molly is also a loving brand with high ambitions still a brand that will never take itself very seriously. The Odd Molly mind is playful and loves to submit to its appetite for more, always being damn fabulous meanwhile. ”We want to believe that our customers, great women worldwide, possess the same cool core values.”
WHO WEARS MOLLY?
We sell to a grand span of 3 generations or more. Still main group of customers are aged 20-45 with exceptions in both direction. She´s vain, but tastefully so and never afraid of opening unknown doors. The Odd Molly woman does certainly not follow. But she looks good and it doesn´t even show she´s tried. Now how´s that for magnetic attraction. We could namedrop dozens of intnl supercelebs that love, buy and wear Odd Molly but stay at that.
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