AT ODDS NEW RELEASE: BREATHE EASY, GO OUTSIDE
At Odds is a contemporary fashion apparel brand that was established by founder and designer, Hawi, in 2021. So far, they stand out for their solid yet comfortable silhouettes. The brand's debut drop consisted of bold, bright coloured jackets seen on the likes of Bensoul and Nameless, followed by miscellaneous fleece jackets and shirts. The recently released new collection is characterized by calmer, relaxed tones that induce serenity and features shorts, shirts, jackets, crop tops and slides.
Breathe easy, Go outside - what's the meaning behind this?
Our latest campaign focused on curating items that you can wear whilst you go out for a breather, away from the shackles of your day to day responsibility. Breathe easy, Go outside signifies the importance of having a change of scenery especially from the bustling and busy Nairobi where life is super fast paced and everyone’s chasing the bag.
What’s the difference between your new collection and your past pieces?
This is actually my first collection where everything has been thought out and executed according to plan. Prior to this your boy was just making stuff and dropping them anyhow. But this year I decided to do things with more intention and get more organized. Hence why we dropped our first collection 4 months into the year.
What was the inspiration behind this collection?
Primarily, I wanted to focus on small movable items that will help increase brand visibility and create more awareness for the brand. Not everyone can cop a 9,000KES jacket but many can cop a T-shirt for 2000 KES. So with that in mind, I set out to make a collection of high quality items, which comprises the best fabric one can find in town. This I believe gives the items that extra bit of edge to the extent that you can identify an At Odds T shirt just by looking at it, which goes back into building brand awareness.
Sustainability and unisex clothing are part of your ethos. How does this apply to your latest collection?
Our new collection features a range of three different t-shirts: a crop top, a fitted t-shirt and oversized raised neck t-shirt. Any person can wear these t-shirts whether you are male or female. Although I must admit it takes a particular type of man to wear a crop top. When you look at the shorts these are unisex and can be worn by by both sexes.
On the issue of sustainability we tackle this aspect by using the best fabrics out there. I can assure you that if you buy our t-shirt and wash it several times it will not lose colour nor lose its shape, thanks to the heavy cotton used. As such you are guaranteed to have this T-shirt for a long period of time without having to constantly purchase new items.
Beyond garments, you’ve now added shoe wear to your brand. Is this something you plan to expand on?
Again coming back to the point of small movable goods, I have come to learn that this is where large brands make their income. As such, I had to find a way to tap into the footwear game, because these are items that can fly off the shelf quickly if done correctly. You are either a size 9 or ten 10 and if the shoe fits and you like it, that's it.
So yes there will be more footwear coming along down the line. The beauty of making shoes here in Kenya is that we don’t have that much resources for making shoes. So I really had to start with what I have and get very creative, that for me gives me a lot of pride.
Where can people shop the new collection?
You can shop the latest collection directly from the link in the bio of our instagram page and you can also catch us at the upcoming Studio 18, one year anniversary gig happening on 21st of this month where we will be part of the pop up.
What can we expect from you moving forward?
We are hoping to drop at least three more collections before the end of year and have already started working on new stuff. Obviously with the cold season upon us we are now focusing on the new Hawi N0 2’s, our staple jackets which are waterproof and windproof, ideal for shaky weather.
At Odds has you covered for all seasons of our tropical Nairobi weather, so be sure to check out their instagram page for all their latest drops and buy something you and others will like!
