Autumn 10: New men's brand from Odd Molly founder

Tucked away in the relatively unassuming Urban Superior hall at this season’s Bread and Butter show in Berlin was the oddly named debutant Post Fire Dew. Apart from an outing the previous week at menswear show Pitti Uomo in Florence, it was the very first view of the Swedish menswear brand, which ws described on the stand by the brand’s German agent as a label of love. It has been created by Per Holknekt, the founder of quirky womenswear brand Odd Molly, who set out to put together a purist collection that would be easy for men to both care for and wear, and here on the rails of its launch range were 120 machine washable and covetable pieces.
The result is a sophisticated range including woollen db peacoats, nylon windcheaters with taped seams, plaid bomber jackets, cardigans with cable details and washed down cotton shorts and five-pocket trousers. The occasionally used cotton-bobbin logo pops up on four-pocket military inspired jackets and gently laundered shirts that feature contrast collars and which come in a range of subtle checks. The palette is mostly muted, in a tight spectrum of blue, grey, slubby taupe and ecru with touches of colour in the checks. A slight vintage wash gives an archive feel to this brand new range.
The brand has already lined up a raft of international agents with London’s Chiltern Street Studios doing the job in the UK. Wholesale prices go from £19 for polos; from £39 for shirts; from about £44 for knits and up to about £140 for woollen coats and cashmere cardigans.
The name, by the way, refers to the moment-after-the-excitement – literally like a layer of dew after a forest fire. Call Chiltern Street Studios on 020 7486 4800 for more information.Source URL: http://icip2idayusof.blogspot.com/2010/02/autumn-10-new-men-brand-from-odd-molly.html
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