Petter Hollström and Gorjan Lauseger, both from Stockholm, founded this label – which, instead of a visual logo, is symbolized by perfume. Following their start-up T-shirt collection, the designers have stepped up their line with jeans, tops, accessories, and high fashion. Currently, these can be found in 17 countries under the unusual aromatic label. And it’s no wonder. The designers use minimalist colors so consistently, and play with shapes and cuts so courageously, that it’s clear they would quickly gain attention.