In the ever-evolving world of fashion, sustaining an independent magazine for 15 years is a remarkable feat. David Martin, founder and editor-in-chief of Odda magazine, has achieved just that. His journey is a testament to commitment, adaptability, and a deep love for the industry.
Martin’s story begins with a simple blog, Sick by Trend which he started in his early 20s. It was a time of experimentation and learning, as social media was just beginning to shape the fashion landscape. From there, he launched Odda magazine in 2012, a bold move in an era where print was declining, and digital was on the rise.
From Blog to Magazine: The Birth of Odda
The first issue of Odda was a labor of love. Martin created a prototype with a cover shoot featuring an interior designer and sent out countless emails to get the word out. After 75 emails, he finally got a response from Versace’s PR team. This led to a collaboration for the first cover story, featuring the SS12 collection. Though he didn’t make any money from it, Versace covered all expenses, which was a significant breakthrough for Martin.
Advertising in the magazine started to pick up about three years after launch. The first ad was from Diesel, but the real game-changer was Prada. Once Prada gave their blessing, other brands started to pay attention, helping to sustain the magazine financially.
Commitment and Adaptability: Keys to Success
Martin attributes Odda’s longevity to his commitment and adaptability. He changed his lifestyle completely to fit his ambitions and dedicated all his time to listening, learning, and working. He believes that today’s society suffers from a lack of commitment, making it harder for younger generations to achieve similar success.
One of the biggest challenges Martin faced was the COVID-19 pandemic. It forced the industry to diversify income sources and led to a shift in how brands connect with each other. Martin noticed a significant change in the industry’s focus, from investing and growing to a mad rush for sales and celebrity endorsements.
Looking Ahead: Odda’s 15th Anniversary and Beyond
Next year marks Odda’s 15th anniversary, and Martin has big plans to celebrate. The festivities will start with the launch of Issue 32 on April 14, 2027. He plans to celebrate the people who have been part of Odda’s history, including those featured in the magazine and those who have worked with him. Martin is also considering printing limited editions focused on specific territories, following the success of Odda Korea in 2026.
In addition to these plans, Martin is exploring a collaboration with sculptor Rona Pondick, who was featured in the magazine in 2026. Though the details are still uncertain, this collaboration could bring a new dimension to Odda’s content.
Martin’s advice to young people wanting to make it in fashion is to separate their personal lives from work. He believes that this separation allows for straightforward communication and efficient work.
As the fashion industry continues to evolve, David Martin’s journey with Odda magazine serves as an inspiring example of how commitment, adaptability, and a deep love for the industry can lead to lasting success.
