ODEEH

ODEEH – Modern Couture between Atelier Romanticism and Avant-Garde

ODEEH sounds like an onomatopoeic "Oh, those!" – a spontaneous exclamation when fabrics suddenly become works of art. Behind the acronym are the designers Otto Drögsler and Jörg Ehrlich , who founded their own label in 2008 to revive the almost extinct atelier tradition in Germany.

Her credo: Brave. Creative. Eclectic. A collection can be both smiling and provocative, blending silk with poplin, and bringing couture silhouettes into the office. To this day, the pieces are manufactured in small factories in Germany, the Czech Republic, and Poland; exclusive fabrics are created by silk printers in northern Italy before being shaped into dresses, blouses, and skirts in the studio in Giebelstadt, Franconia.

ODEEH isn't a label born in the spotlights of megacities, but rather in the quieter provinces, where creativity isn't dictated by the rhythm of trends, but by the leisure of long days spent in the studio. In Giebelstadt, Franconia, surrounded by vineyards and half-timbered houses, Otto Drögsler and Jörg Ehrlich have created a refuge that's more reminiscent of the studios of 1950s Parisian haute couture than a modern fast-fashion factory. Wood creaks beneath the floorboards, gouache sketches cling to pins, and rolls of silk, tech-wool, and delicate crinkle organza protrude from heavy industrial shelves. "In isolation, a different sense of time emerges," says Drögsler. "We can rotate each design until it triggers an echo within us—only then does it leave the room."

This focus on the quiet tic-tac of craftsmanship radically distinguishes ODEEH from globalized production chains. Every fabric undergoes a sensory test: Is it soft enough for draping? Will it survive the dyeing process without losing its luster? Only then does it move to the cutting boards, where master tailors draw lines with chalk that resemble abstract maps. The designers view clothing as architecture for the body—which is why seams are placed where they guide the eye, and shoulders are shaped to signal power or gentleness.

The fact that ODEEH is increasingly being touted as a symbol of a new "German Couture" also has to do with its attitude toward the fashion industry. Drögsler and Ehrlich prioritize quality over quantity; they design not fourteen collections a year, but two, supplemented by small "drops" of experimental capsules. In doing so, they introduce their customers to colors rarely seen on German streets: vibrant lime, electric cobalt, deep dahlia pink. The designers use colors like composers use sound—sometimes shrill, sometimes in gentle minor chords.

At the same time, ODEEH is a rebellion against the idea that avant-garde must be unwearable. A sleeveless coat in military green features a zipper that can be opened all the way to the hem, creating a train when worn open at the back. A kimono-cut dress features adjustable ties at the waist that transform an H-shaped silhouette into an hourglass. The result is pieces that work for the office during the day and shine in the theater at night—chameleons of fabric.

The brand has developed an international fan base among art curators, architects, and gallery owners. They appreciate the intellectual energy inherent in every seam and the promise that no two dresses will be identical. Even though ODEEH produces in series, the print cut varies slightly, ensuring each pattern repeats differently—a deliberate play with randomness that lends the pieces collectible value.

Paradoxically, the pandemic has given ODEEH a boost: While major label supply chains stalled, local production was able to remain flexible. The duo launched "ODEEH on Demand": Customers select fabric and style online, and the studio produces within three weeks. This semi-couture model reduces inventory and fulfills sustainability ideals. "We demonstrate that luxury doesn't mean waste," says Ehrlich.

Ultimately, ODEEH remains a promise that fashion can evoke emotions – just like Gitta Banko, for example. That a skirt can swirl, a blouse can glitter, a coat can protect. And that true avant-garde is not loud, but consistent – from the first brushstroke to the last button sewn on by hand in Giebelstadt.

ODEEH Fashion – Color explosions with craftsmanship ethics

When an ODEEH look floats down the catwalk, it acts as a luminous counterpoint to German minimalism. Drögsler and Ehrlich play with extreme silhouettes, extra-long sleeves, and bold material clashes. "We want to create tension, not a consensus wardrobe," Ehrlich says in a Vogue interview.  This approach translates into collections where super-light tech wool meets crinkle jacquard or organic prints are reminiscent of expressionist painting.

The brand's DNA, however, is rooted in craftsmanship. Each collection is created from 60 to 80 prototypes, which only find the perfect balance between eccentricity and wearability after hours of draping. Serial production remains small because ODEEH prefers to offer "scarce objects of desire" rather than mass-produced goods. Buyers understand this and accept delivery times that are more reminiscent of haute couture than fast fashion.

In the wearer's everyday life, ODEEH fashion becomes a conversation starter. An orange-red coat with flaming brushstrokes speaks of courage, while a salt-and-pepper tweed blazer exudes subtle authority. Combining the ensemble with minimal jewelry maintains a confident silhouette; mixing in statement accessories escalates the stage into a street style eye-catcher.

ODEEH sells in over 150 high-end boutiques worldwide: from Berlin-Mitte to Seoul, from KaDeWe to Dover Street Market. Each piece bears a label indicating its production location—a rare act of transparency in an industry where "Made in Europe" often becomes a meaningless phrase.

The creative process behind this ODEEH fashion follows an almost alchemical chronology. First, a theme is chosen—perhaps "Urban Botanicals" or "Architectural Acrobatics." Then, the design team spends weeks collecting visual fragments: Polaroids of crumbling Berlin facades, color studies of Tuscan gardens, historic wallpaper prints from the Victoria & Albert Museum archive. These collages are then hung on a nine-meter-long pinboard that forms the centerpiece of the studio. Drögsler describes it as "a seismograph of our intuition": Every idea is exposed, commented on, pasted over, sometimes removed overnight, only to reappear in a new combination the next morning.

Only once the visual language has been finalized does the dialogue with the fabric suppliers in Como begin. There, print lab prototypes are created in which ten to twelve color shades are layered on top of one another – a resource-intensive process that creates the depth effect typical of ODEEH. One buyer describes the result as "watercolor on steroids." At the same time, a second team is tinkering with textures: ripstop wool with metallic threads for futuristic durability, silk jersey with an aloe vera finish for a skin-care feel. All materials must pass the "touch test": ten seconds between the designer's fingers—that's all Drögsler allows himself to know whether a fabric can carry a story.

The explosions of color would be pure excess if they weren't grounded in the artisanal ethic . That's why ODEEH relies on partnerships with over thirty family businesses: the button distillery in Lousã, the embroidery shop in St. Gallen, and the traditional weaving mill in Lodz. Each business is audited annually. Drögsler calls this "loyalty production": they grow together, invest in new machinery, and share risk and success. When a fire paralyzed a Polish sewing factory in 2021, ODEEH didn't relocate production but instead financed its reconstruction through advance orders. The strongest marketing, internally, is a production chain that can proudly bear the name of each contributor.

On the runway, this complexity culminated in looks that balanced between couture and street cred. A crepe dechine dress exploded in sunny yellow and peacock blue, yet was tamed by a military-style belt. A mid-length jacket—half blazer, half coat—combined oversized gingham with neon pink piping. The front row whispered, street-style photographers clicked, and fashion critic Suzy Menkes jotted down on her iPad: "a rare synthesis of German discipline and Italian sensuality."

In business, this stage power translates into surprising longevity. An ODEEH piece doesn't date because it doesn't follow a trend formula. Instead, a kind of collector economy emerges: Customers hunt for archival prints on resale platforms, compare fits in private WhatsApp groups, and order multiple sizes via "try-at-home" to find the perfect fit. According to Drögsler, "every wearer becomes a co-author"—the dress only comes to life when it becomes part of diverse personalities.

Thus, ODEEH fashion is evolving into the colorful antithesis of monotonous capsule wardrobes. It proves that authenticity doesn't need muted tones, as long as every brushstroke is a masterpiece—grounded in meticulous craftsmanship, yet bold enough to dress the world a little bit louder.

ODEEH Dress – The canvas for textile canvas art

An ODEEH dress is always a telltale piece of fabric—it betrays a bold use of color, a love of volume, but also a quiet precision. The cuts often begin with a classic A-line or shirt- blouse silhouette, but then break out: a sudden balloon sleeve, a diagonal drawstring, a hem that flares out asymmetrically.

The heart of each season are the specially developed prints. In 2024, ODEEH presented "Painted Peonies," large-scale peonies in Capri blue on silk twill; each petal was digitally colored based on the designers' watercolor studies. The limited edition of 300 dresses sold out online within 72 hours.  The same collection included the “Diagonal Popeline Dress” in Milk-White, whose cotton comes from BCI-certified sources and was woven in Austria.

Technical sophistication is evident in invisible side pockets, hand-rolled hems, and silk piping that protects the seams. Many pieces are lined without a lining, as the fabric speaks for itself. For cooler days, the studio sews in stretch tulle as a "second skin"—barely visible but warming.

Styling mantra: An ODEEH dress needs no competition. A pair of leather Mary Janes, a minimalist side table full of coffee table books in the living room, and a matching lamp as a backdrop—that's all it takes to make a fashion statement at dinner.

ODEEH Blouse – From boyish to baroque in one lapel

The ODEEH blouse is metamorphic: In the morning, it looks austere with an oatmeal palette, and in the evening, flamboyant with sequined trousers. The key piece remains the "Boxy Blouse," with a sharp hem and a soft drape. Its secret: cotton with 3 percent elastane, washed and pre-shrunk to prevent shrinkage or baggage.

Print variations often play with contrasts. For example, the "Fragment Floral" blouse – a digitally fragmented rose motif on a midnight blue background. The limited edition was presented as a pop-up at Berlin's KaDeWe department store, accompanied by live painting sessions in which Drögsler himself wielded a brush.

Solid-color pieces are also impressive – such as a smoke gray silk blouse with an elegant collar stand that can be knotted as a bow tie or left open. Combined with a high-waisted ODEEH skirt made of techno wool, it creates a new office look that neither sacrifices classic tailoring codes nor creative freedom.

Care instructions: Many ODEEH blouses are washable at 30 degrees using the silk cycle. However, the designers recommend hand washing with moisturizing detergent to preserve the brilliance of the print. A tip from the studio: Lay the blouse out while slightly damp to dry, for example, on a suitable piece of furniture —this prevents ironing marks.

ODEEH Rock – Sculpture at knee or ankle height

An ODEEH skirt blends couture volume with street credibility. The "Balloon Skirt" is a well-known design: gathered in a plate shape, knee-length in tech taffeta, and feather-light thanks to a polyamide-silk blend. Wearers rave about its "own-the-room energy" because every movement redraws the silhouette.

In contrast, the "Paperbag Skirt" in Italian wool crepe features a high, cinched waist reminiscent of artist's aprons, with a flowing midi-length drape underneath. Practical: deep pockets that hold smartphones without disturbing the silhouette. A third bestseller, the "Pleated Wrap," combines Japanese Miyabi pleating with an asymmetric wrap, secured with logo-engraved snap fasteners.

Stylistically, the skirt works as a team player: Paired with a silk blouse, it's gala-ready, and with an oversized sweater, it becomes urban. The combination with a boxy ODEEH jacket in a contrasting print is particularly iconic – pattern clash is part of the brand's core.

The attention to detail is evident in the 4 cm wide blindstitch hems – the skirt can be lengthened over time as trends or body types change. Sustainability thus becomes a built-in option.

ODEEH Jacket – Jacket DNA meets art school spirit

An ODEEH jacket often begins as a classic blazer pattern and ends as an art experiment. Sleeves can be balloon-shaped, shoulders angular like Bauhaus sketches, lapels oversized yet anchored in the finest tailoring canvas interlining. The most popular model of 2025 is the "Patch Print Jacket": four differently printed jacquards, masterfully mirrored in the grain, are combined to create a statement blazer.

Production facts: Buttons made of recycled Corozo, lining made of Cupro-Bemberg – breathable, antistatic. Many jackets can be worn twice: a monochrome side inside, a bold print outside. The reversible function requires neat interior finishing; seams are covered with bias binding, and pockets are inserted mirror-inverted.

The jacket is highly sought after every season in the ODEEH sale . Limited quantities mean discounts are rare, but those who wait might snag a museum piece at 40 percent off. Bargain hunters should therefore keep an eye on the website's "Archive Sale" section, where previous collections appear.

Styling essence: The jacket enhances even denim and sneakers. Paired with the "Superlight Wool Pants," it's office-ready, and with the "Crinkle Skirt," it's art-gallery-ready. An ODEEH look thrives on a deliberate loss of control: The mix of colors and textures is meant to turn heads, not flatter.

ODEEH Sale & ODEEH Dresses Sale – Hunt for limited luxury

At ODEEH, luxury isn't sold off cheaply—it's curated. The official ODEEH Sale kicks off twice a year: directly after Paris Fashion Week, when the new collection debuts in the studio. The best finds, however, are hidden in the ODEEH Clothing Sale : single sizes from show samples, remaining stock of iconic prints. A red bar on the website signals "Last Size," often sold out within hours.

Those who shop offline make a pilgrimage to the ODEEH Warehouse in Giebelstadt, Franconia. There, amidst wheat fields, a two-day "Friends & Family Sale" takes place every six months – admission is by invitation only. According to fashion editors, savings can reach up to 70 percent, but the real joy lies in finding rare archival pieces: an archive coat in a "Comic Flowers" print from 2015 or a hand-embroidered tulle skirt with 3D blossoms.

Online strategists track price alerts via app plug-ins. Because ODEEH doesn't overproduce, unlike fast fashion, every sale period is a digital race. Customers report "heart palpitations during checkout" because their shopping cart can be empty within seconds if someone else clicks faster.

What's exciting is that the sale is part of the company's sustainability strategy. Unsold items aren't destroyed but transferred to the "Archive Sale." This way, design is respected, materials are conserved, and wearers can experience luxury more affordably.

ODEEH latest dresses – preview of the season

ODEEH's latest dresses often first appear as lookbook illustrations. Drögsler, a trained illustrator, watercolors each silhouette on A3 paper. These images feed social media teasers long before any fabric is cut. For Spring/Summer 2026, the designers are working with a new organic cupro base layer that looks like cracked paper but drapes like silk. The pattern: "Digital Orchid" – a blend of generative AI algorithms and hand painting.

Trend factor: Cutouts on the shoulder, connected by micro loops made of transparent TPU. The idea: airiness without the off-shoulder cliché. Color scheme: lime green, ink black, frost white. In interviews, the designers emphasize their reference to Bauhaus color theories combined with Austrian handicraft tradition.

The collection drops in three waves: Capsule 1 for international showrooms, Capsule 2 for e-commerce, and Capsule 3 as a limited edition for flagship stores only. Each wave brings new clothing variations, keeps sales high, and prevents discounts because the merchandise stays fresh.

Clients appreciate preview events: virtual showrooms where they can see 360-degree renderings of the dresses, book Zoom calls with stylists, and create order lists. This customer-centric digitization brings the couture experience into the living room – a shopping ritual in your dressing gown.

FAQ about ODEEH

Who founded ODEEH?

Otto Drögsler and Jörg Ehrlich launched the label in 2008 after designing for Escada, René Lezard and other houses.

Where does ODEEH produce?

In our own studios in Germany as well as in partner workshops in the Czech Republic and Poland; fabrics come predominantly from Northern Italy.

How do ODEEH sizes fit?

Tend to be generous; designers allow for room to move. Many customers choose a size smaller than with mainstream labels.

Are there any ODEEH sales promotions?

Yes, twice a year online and a Friends & Family sale in Giebelstadt, Franconia. Archive pieces appear year-round in the webshop.

Can ODEEH parts be cleaned?

Silk and jacquard should be dry cleaned; cotton and tech wool are often machine washable at 30 degrees.

ODEEH presents fashion as a vital tension between couture craftsmanship and bold color explosions. Dresses, blouses, skirts, and jackets speak a design language in which no print is too wild, no cut too tame. Anyone who wears this vocabulary will understand: ODEEH is not a trend, but a dialectical dialogue between fabric and personality—and therein lies its irresistible appeal.