When we come across an under-the-radar brand we love, we’re not shy about shouting it from the rooftops. O’2nd is just that kind of brand—and its sole U.S. retailer is now yours truly.
Based in Korea, the line showcases a memorable mix of East-meets-West colors, patterns and textures. So while you might not have heard the name before, you won’t forget it after you take a look at the collection.
We recently sat down with Athina Karamalis, vice president of creative branding, to find out more. And we know you’re curious about that cryptic name. You’ll have to read on for that…
How would you describe O’2nd’s design aesthetic?
O’2nd represents an engagement between a dreamer and a pragmatist. The dreamer is colorful, quirky, funny, unconventional and multifaceted. This same girl is also practical, easy and always classic. There is a perfect synergy between the two. The collection exudes the daily life of this girl and walks us through her fun moments, confident moments, shy moments and even her off moments.
Color and texture seem to play an important role…
There is an intelligent mix of structured and ethereal textures, but there is always ease and comfort; they are never restricting. O’2nd also loves color and the unexpected mix of patterns and prints that are easy to wear and can transition well. The key word for design in O’2nd is seasonless.
Tell us a bit about the inspiration behind this collection.
This spring’s vibrant colors and abstract prints were inspired by the design team’s trip to St. Tropez. Think images of Bidgette Bardot from the late 1960s. It’s about spending a light, fun-filled summer in the sun on the French Riviera—color, color and more color.
What O’2nd pieces are you excited to wear this spring?
The musts in my wardrobe this spring are the neon stripe sweater (1), the lime-green floral-print cropped button-down (2), the khaki cutout dress (3), the stripe silk pant (4) and the asymmetric belted jumpsuit (5). I just got excited about the collection all over again!
Okay, we’re dying to know—where does the name O’2nd come from?
Fashion is multi-dimensional, and O’2nd represents a secondary point of view to an advanced designer aesthetic, introducing a youthful perception and making a less formal statement.
What’s next for O’2nd?
We have some ideas brewing…
Images courtesy of O’2nd.