A label known for its unisex take on fashion, pudel has garnered an international following for its conceptual basics and innovative treatments of denim. Launched in 2005, the swedish born - london-based label is the brainchild of lina österman. Following her graduation from central saint martin's in 2008, the swedish-born designer launched the lina osterman label with its first fully accessible collection showing on london fashion week 2009 to the great applause of press and buyers worldwide.

The pudel autumn/winter 2010/11 collection marks a strong stylistic turnover for the label, merging pudel's wearability with the high end appeal of the lina osterman line. Mixing inspiration from the 1990s grunge culture and victorian fashion, the spring summer collection unfolds a new line of basics that can be layered and styled in multiple ways. A more daring color palette has been introduced and key items from the label's past have been reinterpreted- skinny jeans and finge gauge knitwear including cape and scarves in deep blue, green, black and grey colours - with treatments such as tie dye and bleached wash bringing a twist to pudel's signature jerseys and denim.