Rock and Roll: Pudel

If goth and rock are your design favourites, then Stockholm-based label Pudel should be a definite name on your list. Pudel is the brainchild of designer Lina Österman. Born in Hallstavik, a small town in the Central East of Sweden, Österman moved to London in 2002 to study Fashion Design with Knitwear at Central Saint Martin’s.

Österman’s tryst with major fashion players began early on when she started working with design guru Jens Laugesen and designed knitwear for his collections for two years. In 2005, she launched her own label, Pudel. Following Pudel’s first shows in Copenhagen in 2005, Österman was approached by buyers from Japan, Scandinavia and the UK. Later, she was even approached by Topshop, who asked her to design a capsule collection for them.

Österman now shows Pudel collections during Stockholm Fashion Week bi-annually as well as participating in trade shows in Copenhagen, New York and Paris. Lina’s signature style draws influence from goth and rock styles, while also merging textures and fabrics like leather, chains and shredded jersey. Monochrome palettes and androgynous silhouettes are other style staples.

Due to its early success, Pudel was able to add another feather to its cap when the brand by launching in America in 2007, having been invited to showcase during the Los Angeles Fashion Week. This small-town girl has certainly come a long way, with stores now in Sweden, London, US, Tokyo, Switzerland and more, and celebs like actor/musician Jared Leto listing Pudel as one of his favourite brands.

We surely are in awe: check out the full collection here.

Dhanya Nair