Scan Magazine | Special Theme | Top Swedish Fashion Brands 2018
Of course, a concrete way of addressing sustainability issues is to make products last, decrease overall waste and recycle wherever possible – all methods employed by Odd Molly. “Our clothes often have a very long life, and there’s a considerable second-hand market for them. For instance, Odd Molly is one of the most sought-after brands on one of the leading online commerce markets in Sweden. We see this as a good stamp of approval when it comes to the quality of our clothes,” explains Högstedt Björk.
Queens of Pop A dynamic brand like this will undoubtedly always have a number of great plans in the pipeline. This summer will be especially exciting as Odd Molly is going to be the main partner of Queens of Pop, a Swedish one-day festival featuring fe-
male artists only, including Zara Larsson and Icona Pop. “The festival’s mission resonates well with our philosophy and the way we think about our brand. We also think that the artists performing at the festival in different ways are good role models for different types of Mollys,” says Högstedt Björk.
A colourful online presence Attracting women and girls of all ages and from different walks of life, Odd Molly prides itself on having a very loyal group of customers. Many of them mainly use the Odd Molly webshop and other online retailers. Odd Molly has during the past few years managed to benefit from the transformation towards e-commerce in a positive way, with around 40 per cent of its business taking place online in 2017.
“We’ve noticed that our clothes work well online, as our patterns, colours and quirky details are quite photogenic,” Högstedt Björk explains. When she takes on her new position as CEO after the summer, she will bring with her a lot of experience from the fashion industry, including several years, in different positions, at H&M. Now she sees it as her mission to make Odd Molly expand even more internationally. “Currently, the majority of our business takes place in Sweden. We believe that Odd Molly’s style is at least as good on the global market as it is in Sweden. Consequently, we’re determined to work hard to make more people across the world discover Odd Molly,” she concludes. It seems that, in a not too distant future, more Mollys will populate the planet. Web: www.oddmolly.com
Photo: @undanflykter
Jennie Högstedt Björk Photo: Martin Petersson
Photo: @undanflykter
Issue 111 | April 2018 | 43