Odds Apparel_
Odds Apparel was a Copenhagen based streetwear project built around the idea of the Relaxed Revolution, a quiet rebellion against productivity culture and constant urgency, captured in the tagline “a life lived in common.”
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Create a complete apparel brand that expressed a shared mindset rather than trend driven fashion, while building a local community around presence, ease, and collective identity.
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Designed the full product range including T-shirts, hoodies, and baseball caps. Developed the visual language using a muted, tonal colour palette inspired by Copenhagen’s everyday uniforms. Established graphic and typographic direction influenced by nightlife culture and industrial signage from the Meatpacking District, grounding the brand in its local context.
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The brand built a dedicated local following and extended beyond clothing into physical community spaces. Hosted a series of events and parties at Copenhagen bars, strengthening brand recognition, encouraging participation, and reinforcing the idea of fashion as a shared cultural experience rather than a purely commercial product.
Odds Apparel_
Odds Apparel was a Copenhagen based streetwear project built around the idea of the Relaxed Revolution, a quiet rebellion against productivity culture and constant urgency, captured in the tagline “a life lived in common.”
OBJECTIVE:
Create a complete apparel brand that expressed a shared mindset rather than trend driven fashion, while building a local community around presence, ease, and collective identity.
STRATEGY:
Designed the full product range including T-shirts, hoodies, and baseball caps. Developed the visual language using a muted, tonal colour palette inspired by Copenhagen’s everyday uniforms. Established graphic and typographic direction influenced by nightlife culture and industrial signage from the Meatpacking District, grounding the brand in its local context.
IMPACT:
The brand built a dedicated local following and extended beyond clothing into physical community spaces. Hosted a series of events and parties at Copenhagen bars, strengthening brand recognition, encouraging participation, and reinforcing the idea of fashion as a shared cultural experience rather than a purely commercial product.
