Swede Escape
Leave it to the Swedes to bring the artsy-craftsy (we're talking hand-embroidered patchwork prints) to the slickest street in town — Roberston Boulevard.
Design duo Per Holknekt and Karin Jimfelt-Ghatan of Stockholm-based womenswear line Odd Molly recently opened their first U.S. store on the infamous shopping row. Which means you can now sift through racks of colorful peasant tops and tier-ruffled finery with the likes of Selena Gomez, Hillary Duff and, well, Paris Hilton. Perhaps the Ivy will start serving pickled herring soon?
Here's what lies in store:
SLIP UP: A vintage-style slip at Odd Molly.
The Story: In 2002, Holknekt, a multi-hyphenate pro skaterboarder who once rocked the SoCal scene, was assigned to work on an advertising campaign with designer Karin Jimfelt-Ghatan, who also happened to be a longtime friend. A coffee or two later, the duo were knee-deep in design and branding ideas for their own project — a womenswear label they dubbed Odd Molly.
For the first two years, Odd Molly had no office and Holknekt and Jimfelt-Ghatan worked out of cafes, guiding their collection with homespun creativity rather than of-the-moment trends. Now, eight years later, the line has grown from coffee shop banter to a collection that can be found in boutiques dotting the global map. And lets not forget that supermodel Helena Christensen walked the Odd's runway this past August.
The Space: Odd Molly sits at the corner of Robertson and Alden, across from the glittery Rock & Republic store and adjacent to All Saints, the British-born boutique for men and women. Once inside, you’ll find eccentric-but-relatable interiors feature rotating mirrors, crystal chandeliers, brass-finished dressing rooms and a “celebrity” room, so our starlets can get their Odd on without the paps interrupting.
A Swedish friend and designer made a special trip to the States to adorn the walls with whimsical paint splashes and handwritten phrases. Other eccentricities of note: All furnishings inside the store are aligned at “odd” angles, and sales associates are referred to as "Mollys."
But why did the first Odd Molly store land on Robertson, and not, say, Melrose — where it might be in similar company? Well, “We were looking at Melrose, we were looking at Third Street, we were looking at a lot of spots,” Holknekt explains. “I felt that on Robertson there was a lot of style moving around, and personally I like the area for shopping ... and it’s a good place for promotion.”
HOME SPUN: Girlish looks are hung prettily on reclaimed doors.
The Finds: Don’t expect trendy garments here: Odd Molly prides itself on creative ingenuity and uninhibited artsy flair. Over the years, the line has garnered a strong following for its hand embroidery, use of vibrant color and a look that marries Scandinavian chic with Bonnaroo, minus the sage smoke and hacky sacks.
But floral hippie prints aside, there’s also a range of silk dresses and luxurious pieces, too. “The most exclusive, the most extravagant, the most expensive Molly styles you can find right in this store,” Holknekt says of the Robertson collection. “You’ll also find some pieces that didn’t make it to full production here.” (That sounds like limited-edition love to us.)
The Prices: Embellished tops and tunics hover around $100, dresses range from around $300 to $500 and coats can go as high as $700.
RETRO TABLEAU: Artsy bags go hand-in-hand with the craftsy gear at Odd Molly.
The Extras: Aside from brushing shoulders with the celeb crowd, the boutique is slated to carry Odd Molly’s latest ventures into sunwear, skincare and menswear by year’s end. Also, rumor has it that Helena Christensen, the official face of Odd Molly, is hosting the store’s opening party.
The Parking: It’s Robertson, so don’t expect easy parking. Meters line the street and parking for permits only canvas the back neighborhood, but luckily a $3 lot is one block south.
Odd Molly, 104 S. Robertson Blvd., 310.858.9311.
