Bubbly and quirky in Stockholm
One of the Swedish fashion industry’s greatest success stories in recent years is the saga of Odd Molly. Started in 2002, this small boho-chichi label spread quickly throughout the world. Soon, embroidered Odd Molly logos could be seen on items worn in 38 countries. The company won prizes such as the International Prêt-à-Porter Award 2005, Shooting Star at Entrepreneur of the Year 2007 and most recently the Golden Button 2008, one of Sweden’s most prestigious fashion awards. So after having conquered the world, Odd Molly has now opened its absolutely first own store – in Stockholm. A meeting place, exactly as on the label, of bohemian ultra feminine and quirky elements. One of the most striking details of its interior design is a large lace screen made of iron.