Swedish De-Scent

do you remember when J. Lindeberg first became a hot product in North America. to me it seems like ages ago. it was one of the first swedish labels in this last decade to make its first dent in the American retail industry. In terms of high fashion, the Swedes had already made their marking with one Lars Nilsson (ex-creative director for Nina Ricci, now defunct designer for Ferre). over the recent years, Tiger of Sweden have etched themselves into American retail with their smart very casual streetwear garments. and even more current, the ever-adored, modestly priced Cheap Monday. well, there may be another brand that will hopefully decide to cross the waters and bring their goods here. a fairly new menswear label (2oo6ish), Odeur, have captured many an interested eye in the last few weeks. i can only describe their collection for spring/summer as something that is deliciously androgynous, almost ghost like. the company, launched by Anna Lidstrom and Peter Hallstrom, carries a magnificent collection of denim, over-sized, cape-like sweaters, akin to when apparitions appear to me at night with sheets over their head. so is it enough that they make hot clothing? apparently not. in efforts to create a unique niche for their label amidst the billion and two already successful brands all over the world, the company has (in the tradition of their namesake) created a scent that is embedded into their clothing. Petter Hollstrom has reported that "it brings the consumer closer to the product". i'm not sure if having a scent attached to your clothing when you buy it would attract you more to the article of clothing. i think, good architecture and design are my two pre-determinates. and with this label it looks like they have succeeded in both. lets just say, if i had a boyfriend, he would be wearing this.