Odd Muse is a slow-fashion womenswear brand founded in 2020 by Aimee Smale. The journey from a bedroom startup to a recognised name in UK fashion industry highlights the power of ambition and uncompromising vision. Founder Aimee Smale's story is a profound example of what can be achieved with innovation, dedication, and quality—a narrative that firmly establishes Odd Muse's place in modern fashion. Here’s a brief look into the origins, growth, and future of Odd Muse.
The Beginning
Odd Muse was born out of Aimee Smale’s bedroom during the first COVID-19 lockdown. At the time, Aimee, just 22, was grappling with job dissatisfaction while working as an administrative assistant at ASOS, earning £21,000 annually. Wanting more from her career, she decided to invest her house savings into starting her own fashion brand. Despite the daunting circumstances, Aimee's vision and determination paid off.
Rapid Growth and Recognition
Since its inception, Odd Muse has witnessed tremendous financial success and acclaim. The brand achieved a remarkable turnover of £5.2 million last year, with another estimated turnover of £5 million expected by the end of 2023. This rapid growth can be attributed to Odd Muse's commitment to offering timeless, high-quality apparel that bridges the gap between fast fashion and luxury.
Ownership and Funding
Odd Muse operates as a private limited company with Aimee Smale as its sole active director. The brand’s remarkable growth appears to be primarily self-financed, as there are no significant public records of major funding rounds or external investments.
FAQ Section
Who is the founder of Odd Muse? Aimee Smale is the founder, CEO, and creative director of Odd Muse.
How did Odd Muse start? Odd Muse began in 2020, started by Aimee Smale from her bedroom during the COVID-19 lockdown, initially as a side project to her administrative job at ASOS.
What are some major milestones for Odd Muse?
- Launched in 2020 and saw rapid year-on-year growth.
- Turned over £5.2 million last year.
- Estimated to turn over £5 million by the end of 2023.
- Aimee Smale was named in Forbes' 30 Under 30.
- Debuted at London Fashion Week.
Where is Odd Muse based, and where are its products made? Odd Muse is based in London, where all designs are crafted in-house.
Is Odd Muse a sustainable brand? Yes, Odd Muse is a slow-fashion brand committed to creating durable and timeless pieces, positioning itself between fast fashion and high-end luxury.
What is the current ownership structure of Odd Muse? Odd Muse is currently run as a private limited company with Aimee Smale as the sole active director.
Has Odd Muse received any significant funding or investments? There are no public records of significant funding rounds or investments. The brand's growth appears to be self-financed or supported through its revenue.
