After studying textiles and fashion and with several years of experience as an in-house and freelance designer, Gudrun decided to take the plunge: in 1974, she founded Gudrun Sjödén AB. The big chains were producing her pieces individually, but Gudrun was designing full collections and always viewed her garments as part of a whole. She would finally be able to embrace and develop everything she had learned throughout her studies, which made her the distinctive designer she is today.

 

The new company had a clear purpose: to create, manufacture and sell designed and coordinated garments for active leisure. Sales at that time were aimed at shops and department stores in the Nordic region, and the first collection, called “Active leisure in natural materials,” had an environmental approach to the choice of materials.

 

Despite years of professional experience, starting a company was a journey filled with challenges, lessons and insights. But Gudrun was committed to finding a uniquely expressive style and to filling the world with colorful design. Her vision required courage and innovation. Every garment should not only be part of a larger collection, but should also be imbued with a certain feeling.

 

After two years of supplying clothes to shops and department stores throughout the Nordic region, Gudrun and her team decided to stop wholesale activity to external stores. And that same year, the company opened its first ever colorful store on Regeringsgatan, in downtown Stockholm. For Gudrun, this was the true beginning of Gudrun Sjödén AB. She finally had a place to present complete collections, and in the store, her creative vision could come into full bloom.

 

In one newspaper, which referred to her as a well-known designer and clothing manufacturer, Gudrun said that she had intentionally tried to avoid the “traditional, commercialized store style.” Instead, she had designed a store as unique and inspiring as her clothing.

 

Regeringsgatan 30 is still a Gudrun Sjödén store today. The shop underwent a transformation in 2012 and is now bigger and more beautiful than ever before. The new interior decor is infused with Nordic heritage and gives visitors the sense that they’ve stepped into another world.

 

An exciting new journey began with the store on Regeringsgatan. Gudrun Sjödén now has 22 concept stores in seven countries. Over the years, each location has become a little oasis of color, design and a personal touch.

 

The Gudrun Sjödén brand has become synonymous with high quality and functionality with flair. 1978 marked the beginning of the company’s mail-order sales, an initiative that took off quickly and opened doors to customers throughout the country. Customers could easily order Gudrun’s unique and colorful designs without having to visit the shop in Stockholm.

 

By this point, the company had sales of SEK 2 million, an impressive figure amounting to over SEK 10 million in today’s value.

 

Mail-order sales introduced a new avenue for availability and became a key part of the business. It was also an opportunity for Gudrun to showcase her talent for connecting with customers on a personal and engaging level. And it paved the way for the company to open a webshop in 1997, as Gudrun Sjödén had already been shipping to customers for 20 years.

 

Thanks to their practicality and sturdy design, sailor shirts and henleys have long been favored by farmers, soldiers and workers. These timeless tops inspired Gudrun, and as blue-and-white striped French sailor shirts gained popularity, she was quick to feature stripes in her designs.

 

Gudrun introduced the classic essential striped sweater in 1978 and the garment has become a favorite of hers and of customers alike. The first essential striped sweater had long sleeves and centimeter-wide stripes. The classic design has evolved over the years, but has never lost its original charm. It has been modified with different fits and necklines, but the stripes are ever-present as a constant reminder of the classic roots of this garment.

 

The sweater has now been joined by the equally popular essential striped dress – a style that has become just as key to Gudrun’s collections. The essential striped sweater is a tribute to the past and to the future. Every stripe tells a story, every thread is woven with care, and the result warms the body and spirit alike.

 

1980 saw the beginning of a change in mail-order sales, when Gudrun Sjödén introduced the much-loved catalogs that would soon become iconic. The first catalog was a simple leaflet printed using duplex technology, and the main colors were orange and gray-green, which could be varied in different shades together. Gudrun designed the layout by hand, both the text and pictures, which gave the catalogs a unique and authentic feel.

 

Customers wanted more than just products; they wanted a story and to feel a personal connection. That’s why Gudrun filled the pages with hand-written descriptions composed in her voice. The catalog was more than a mere presentation of the collections – it became akin to a journal, where Gudrun shared her interests and joys in life. Through these stories, customers got to know not only the clothing, but also the person behind them – a feature that still permeates the catalogs today.

 

Each edition is a journey through color and design, filled with stories and anecdotes that bring richness to the reading experience. Over the years, the catalogs have become collectibles, treasured by customers who appreciate their artistry and personal tone.

 

When Gudrun Sjödén released her first collection in 1974, she was designing clothing for active leisure. That collection, entitled “Active leisure in natural materials,” included a sporty jacket with a hood, zipper and practical pockets. It was a predecessor to today’s parka.

 

The first parka was introduced in 1980 and since then, it has become a true Gudrun classic. It reappears year after year in fresh patterns and color combinations, sometimes in both the spring and fall collections. Often designed to resist wind and rain, the practical functionality of this jacket has remained constant for four decades. Come rain or shine, in the parka, you’re ready for adventures around the world!

 

Over the years, Gudrun Sjödén has designed unique jackets for different seasons, from longer to shorter styles and in warmer and cooler materials. But the parka is one style to which we continuously return and that holds a lasting place in our hearts. With its timeless design and unbeatable functionality, it never goes out of style and works as well today as it did in 1980.

 

As a designer and as an entrepreneur, Gudrun has always had her sights set on growth and on expanding her business horizons – including beyond the borders of Sweden. Her vision and ambitions knew no bounds and 1981 was a key year for her business journey. That was the year that marked the start of an exciting and expansive era, when Gudrun decided to introduce her unique fashion to the international scene. Germany was the first country beyond the Nordics to experience the colorful and unique designs of Gudrun Sjödén.

 

From a quiet corner of her sister’s kitchen in Rosstal, a picturesque village in Bavaria, she began to ambitiously build her mail order-sales business. Decisively and with a solid sense of her German customers, she created the foundation of what would later be a flourishing market. The quality-conscious Germans welcomed Gudrun Sjödén’s clothing with open arms; they appreciated the aesthetics and practicality of her designs.

 

The success on the German market was the beginning of a global expansion and today, Gudrun Sjödén has sales in over 50 countries.

 

The US was the next country in which Gudrun Sjödén set up shop. In 1983, mail-order sales and two colorful stores started up in sunny California. But unfortunately, the stores had to close in 1990. We get to remember our time in California through cheerful pictures taken in front of San Francisco’s iconic Golden Gate Bridge.

 

In 2012, we tried again in the US – this time, Gudrun found her place in the vibrant hustle and bustle of New York City. The essential selection of solid-colored jersey garments and puff pants sold incredibly well in the US. American customers embraced Gudrun’s artistic, boho style that empowers women to express themselves freely through clothing.

 

Investing took courage, but despite those early setbacks, Gudrun Sjödén is now stronger than ever in the US. Today, there are two stores in the US: one in New York City, and an outlet store in Minneapolis. With the ability to make clothing that speaks to the heart and soul, Gudrun has become established as a popular designer on the other side of the Atlantic, too.

 

Early in the brand’s history, a few pieces were made in both women’s and men’s sizes. But in 1984, Gudrun Sjödén took the next step, with the introduction of unisex garments. In keeping with the spirit of the 80s, the catalog was a true cascade of color, with women and men posing in matching clothing.

 

The classic stripes from 1979 were a focal point of the unisex sweaters, with their playful, inclusive and eye-catching style. That timeless pattern was joined by jackets, pants and knitwear in different colors and patterns.

 

Alongside the introduction of unisex clothing, Gudrun launched a men’s collection in her signature, colorful style.

 

The brand also began making clothing for children, with the occasional colorful piece popping up in the catalogs in the 80s among the styles for adults. To get a sense of the market, a few pieces for children were introduced in the brick-and-mortar stores before the first colorful collection for kids launched in 1992. Now men, women and children alike could express themselves through colorful design!

 

Large and small, printed and embroidered, sewn on as appliqués, knit in tons of different colors – no detail is as beloved by Gudrun as the rose. The first rose pattern, “Rosamunda,” was created in 1988 and adorned a small collection of underwear in unbleached cotton. It quickly became popular and was soon followed up by jacquard cardigans decorated with meandering roses in colors of all kinds.

 

The rose has become an important part of Gudrun’s identity as a designer; it is something she returns to when she sits down with her brushes. Her passion for roses blossomed in the 90s in particular, when this enchanting flower adorned clothing and catalog covers alike. In the 2000s, roses were part of a creative journey through different cultures: from embroidered jackets inspired by China to colorful georgette styles inspired by Mexico and Frida Kahlo, to “Global Folk Art” and Hungary, and warm colors in wool, inspired by Bhutan.

 

In the 2010s, this love culminated in the biggest, most magnificent roses the brand had ever seen, in an explosion of colorful floral splendor that paid tribute to the flower that Gudrun never tires of re-creating.

 

Late in the colorfully patterned 1980s – in 1989 to be precise – Gudrun Sjödén opened a third store in Sweden. With two flourishing shops, one on Regeringsgatan in downtown Stockholm and another on charming Grönegatan in the city of Lund, it was time to take the next step.

 

The brand’s first outlet store opened up on popular Götgatan, on the island of Södermalm in Stockholm. From here, customers could take home Gudrun Sjödén’s signature designs at lower prices. The Swedish outlet store is now located in Årstaberg and it is an absolute trove of pieces from older collections and unique vintage finds. Earlier this year, an outlet store also opened in Minneapolis, Minnesota.

 

Gudrun’s little gem on Götgatan never lost its charm and is still located there today, with its tempera-painted walls with lovely, winding patterns. What began as an outlet store is now a regular Gudrun Sjödén store, stocked with clothing from the latest collections.

 

Block printing is an ancient handicraft with a rich history dating all the way back to eighth-century Japan and Korea. The technique was used at that time to print religious texts, but has evolved over the centuries to be used for a wide range of purposes, such as books and textiles.

 

Gudrun Sjödén introduced block printing into her designs in the 1990s and this handcrafted technique has remained a consistent part of her work ever since. The process behind the technology is as fascinating as the finished result. Skilled artisans cut and carve patterns into blocks of wood and then dip the blocks in dye paste and use them to make prints. The fabric is transformed, yard by yard, into a lovely palette of patterns, outlines and colors.

 

The charm of block printing lies in the fact that each print is unique, with subtle variations and nuances. The technique is a way for Gudrun Sjödén to combine ancient forms of craftsmanship with modern patterns and styles.

 

An environmental approach has been a core part of Gudrun Sjödén’s philosophy since she founded the brand. Starting with her first collection in 1974, Gudrun championed undyed cotton rather than the bleached variety that was usually dyed later.

 

Gudrun first saw a cotton field in the early 90s – a soft sea of white cotton stretching out into the horizon. Environmental awareness was reaching new heights at this time and she knew that choosing organic – organic cotton especially – was the right choice. She found her first organic cotton supplier in Greece.

 

Later, Gudrun traveled to India to learn more about cotton farmers and organic farms. Her initial encounter with this vast and vibrant country was a profound experience, brimming with new insights and inspiration. In 1992, India emerged as an exciting new location for the company’s manufacturing, sparking a lasting relationship with this country and its handicraft traditions, which continue to inspire her to this day.

 

Organic cotton is now incorporated into much of Gudrun Sjödén’s product selection, including accessories, home textiles, and knit and woven garments.

 

The 90s was a dynamic and energetic time, defined by a mix of styles and influences in which music, fashion and culture came together in an exciting fusion. In the midst of this vibrant moment, Gudrun Sjödén was approaching her twentieth anniversary in the world of Nordic design. While the 90s was a decade of change, Gudrun stayed true to her signature style, characterized by vibrant colors, bold patterns and a love of natural qualities and functional features.

 

1993 was particularly important: it was the year in which Gudrun Sjödén was named Businesswoman of the Year in Sweden. This prestigious award not only strengthened her position in the fashion world, but also demonstrated that Gudrun’s vision and entrepreneurship were bearing fruit. It was also an acknowledgement of her hard work and dedication, as well as a symbol of how she had successfully created a brand that was not just about clothing – but about a lifestyle that embraced color, nature and joy.

 

The innovative 90s may have been an era of change, but for Gudrun Sjödén, the decade was a time of growth and triumph. With sights set on the future, Gudrun continued to expand her world of color and design.

 

Textiles became Gudrun’s way of expressing her creativity. Designing clothes gave her the opportunity to bring more colour and personality into everyday life. By now, Gudrun Sjödén’s creative designs had been worn by women, men and children. But something was missing. Gudrun had long thought that her colourful designs would look good on more than just clothes and accessories.

 

In 1993, the company introduced bed linen, pictures, postcards and writing pads to the range. Other home decor and soft furnishings were added over the years. Eventually, the range had grown to the extent that Gudrun Sjödén could launch it separately as the first Home collection. Exquisite textiles with classic designs in true Gudrun style, showcased in a catalogue of their own.

 

The homeware collection has been a constant component of Gudrun Sjödén’s range ever since. Her distinctive designs appear on clothes, soft furnishings and ceramic products today. Providing inspiration to inject colour into our homes and create a personalised and unique look.

 

Gudrun Sjödén began expanding on the international stage early on, back in the 1980s. Understanding how customers in different parts of the world think and behave has been pivotal to establishing and building a successful presence for the company in the global market. Customers in Germany have their own unique preferences which are different to those of customers in, for example, the States.

 

The progress of digitalisation enabled Gudrun Sjödén to extend its reach to even more customers. The company launched its webshop in 1997 in three languages – Swedish, English and German. Since then, its digital presence has grown to the extent that the website can now be read in nine different languages.

 

With more than 20 years of experience of selling clothes via mail order, the webshop entailed an upgrade in technology, while sending goods in parcels was already a deeply rooted habit.

 

The website was more than just a digital advancement. It provided Gudrun with a platform for telling customers about how she works, what inspires her and the ideas behind her designs. Anecdotes that were previously restricted by the amount of space available in the printed catalogues now had unlimited room to blossom and grow.

 

In the 2000s, Gudrun Sjödén’s color-loving customers could shop in more ways than ever before. They could now discover and take home their Gudrun favorites not only in stores, but also online and through mail order. A development that could have been a threat to physical stores actually became an opportunity for growth. The new millennium was a new era and the coming years would be a flourishing time for opening more stores.

 

Classic Gudrun designs were becoming more and more popular; customers appreciated not only the beautiful patterns, but the choice of materials as well. And when the customer base grew in a given location, the doors would open to a new store. During these years, six new stores opened up, welcoming customers into creative and inspiring atmospheres. Malmö and Stockholm got new stores, as did other European cities like Copenhagen, Oslo, Humburg and Stuttgart.

 

Gudrun Sjödén now has 22 unique concept stores all over the world.

 

In the midst of an era of new stores opening up in several European cities, yet another shop opened in Stockholm. It was the third consecutive store and it was in the historic neighborhood of Gamla Stan – Stockholm’s old town. This unique store opened up on the street Stora Nygatan, and offered not only Gudrun Sjödén’s characteristic clothing, but also a selection of flowers and home textiles. It was a place where customers could be inspired by color and design.

 

The winds of change blew through the shop in 2021, when it was transformed into what is now called Gudrun’s experimental store and design studio. On the street level, customers could browse unique seasonal styles. Level two had Gudrun’s design studio, where creativity could flow freely, with an abundance of fabric samples, color palettes and ideas – a place where future collections could take shape.

 

The particularly creative store on Stora Nygatan is still there, and it’s a fantastic place to visit!

 

Gudrun Sjödén has long envisioned helping to create a world filled with more and more colorful women. With her playful patterns, she wanted to inspire women not only to boldly wear color and express their personalities – but also to courageously believe in their dreams and ideas. Gudrun wanted to show that women can be successful entrepreneurs, and can break new ground in a world that has long been dominated by men.

 

In 2004, Gudrun Sjödén’s hard work and dedication were validated when she was named Entrepreneur of the Year. It was an acknowledgement of her ability to build a brand and lead with creativity and passion. In an interview, Gudrun said that as an entrepreneurial woman, she hoped to be a role model for other entrepreneurs.

 

Gudrun describes herself as the watercolor-painting entrepreneur and her work is a reminder that everyone, regardless of gender, can make something unique and meaningful.

 

One lovely spring day in 2005, Skeppsholmen Church – a historic former church in Stockholm – was transformed into a dazzling stage where Gudrun Sjödén presented a fall fashion show. Within this magnificent dome-shaped building, fashion-lovers gathered to get an early taste of the upcoming collection that blended folkloric styles in wool with knit and velvet florals. The collection paid tribute to traditional craftsmanship and the younger fashion market.

 

The show began on a sophisticated note, with quiet colors and stylish designs. Blazers, wide-leg pants and maxi dresses were paired with functional pieces for daily wear, like a roomy parka. The audience was drawn in by a visual celebration of pattern and color. In a harmonious palette of coral, lime and misty blue, patterns of meandering leaves and blossoming florals danced across the soft materials that formed the common thread of this collection.

 

But what would a Gudrun Sjödén show be without an absolute abundance of color? The show also incorporated a medley of colors and shapes – patterns of medallions and intricate embroidery filled the delightfully autumnal stage.

 

It was a wonderful show that offered a taste of what was to come in fall 2005. For one day, the calm atmosphere within this former church was transformed into a vibrant stage upon which Gudrun Sjödén’s art was brought to life.

 

Gudrun’s Good Deed is an initiative in which each year, a portion of proceeds from selected products is donated to a special organization or project that is close to Gudrun Sjödén’s heart. The intention behind this donation is to help improve the circumstances for people around the world – quite simply: it is a good deed.

 

The project began in 2006 and every year since then, Gudrun has chosen a specific product from which a fixed amount or a percentage of sales is donated in full to the designated cause. The products have varied from one year to the next and have included dresses, cardigans, bags and berets.

 

The organizations and projects supported by Gudrun Sjödén have also changed from year to year, reflecting the broad scope of Gudrun’s Good Deed. One year, the donation went to preserving old handicraft traditions and strengthening women around the world. Another, it went to students and teachers in India. In previous years, the initiative has also contributed to preserving Sweden’s cultural heritage through donations to various museums and scholarships for emerging artists.

 

Gudrun’s Good Deed has made it possible for customers to be a part of something bigger. The products they have purchased have not only brought them joy – they have also contributed to something good for someone else.

 

Mexican artist Frida Kahlo has long been a source of inspiration for Gudrun Sjödén. Kahlo’s artistry spanned far beyond her famous self-portraits and touched upon matters such as politics, identity and feminism. Flowers and nature were frequently present in her work – elements that have also become an important part of Gudrun’s designs.

 

Gudrun has revisited her floral patterns since the 80s, and when she thinks of Frida Kahlo, she paints big, bountiful roses. The romantic rose is a feeling and a decorative symbol for Gudrun – not merely a simple flower.

 

In 2006, Gudrun Sjödén released an entire collection dedicated to the iconic artist, which was photographed in Kahlo’s home country of Mexico. Filled with color and large roses on georgette fabric, the tribute was highly popular among customers and the collection became a bestseller.

 

Frida Kahlo remains a source of inspiration for Gudrun, who continues to occasionally present interpretations of the artist in her designs.

 

: Each year, the king of Sweden presents medals to individuals whose work and dedication have resulted in significant contributions to society; medals are also presented in memory of important events and people. They are given in several different categories, depending on the person and reason for the award.

 

His Majesty the King’s medal is one of the most historic among them – it has been presented for over 200 years and comes in different sizes. It was originally presented to long-serving individuals in the royal court, but since the mid-70s it has also been awarded to people outside of the royal circle.

 

In 2007, Gudrun Sjödén received His Majesty the King’s Medal for her work as a fashion designer. She was awarded the medal in the eighth size, and it is decorated with a blue ribbon. Gudrun has long had an interest in women of history, and in royal women in particular. To the ceremony, she wore a red dress with a yoke embroidered with flowers – a design of her own making, named after Queen Kristina, a woman who symbolizes strength and independence.

 

In 1979, Gudrun Sjödén introduced a sweater that would become one of the brand’s most popular pieces – the essential striped sweater: a soft, long-sleeved cotton sweater with stripes in fun color combinations. The simple, yet playful design gave the sweater a look that was simultaneously modern and timeless. This true Gudrun classic reappears in the collections, season after season.

 

Over the years, the essential stripe sweater has been joined by other striped styles. Some have come and gone, while others remain as beloved essential pieces. The essential stripe dress is one such example of a style that secured its place in a colourful Gudrun wardrobe.

 

In 2009, we celebrated the 30th anniversary of this sweater: three decades of striped adventures. In a fashion world that is so often guided by trends, Gudrun’s guiding principle has always been to create clothing that lasts – both when it comes to style and quality. The essential striped sweater is a perfect example. Thanks to its timeless design, it has stayed with us for all these years!

 

Botanical motifs, twining foliage and fabulous flowers from dainty buds to bold blooms have long been staple elements of Gudrun Sjödén’s unique design work. Her rose motifs, which made their debut in the 80s, enjoy lasting popularity and appeal and are a symbol of Gudrun’s design style. Two other flowers, beside the much-loved rose, hold a special place in the heart of the brand. One of them is the sunflower.

 

Its cheerful golden blooms have been filling collections with vibrant warmth since 2010. Gudrun feels that the distinct appearance of the sunflower, with intensive yellow petals radiating from a central disc, makes it a perfect motif for clothes and soft furnishings. She tells us how watercolour naturally creates rounded forms that give life and movement to the flower on the surface of the fabric.

 

In 2022, the sunflower took on a deeper symbolic meaning when Gudrun Sjödén decided to show her support for the people of war-torn Ukraine. Two collections were created, with clothes and homeware lavishly adorned with sunflowers. All the proceeds from the sale of each sunflower product have been, and still are, donated to the UNHCR, the UN Refugee Agency.

 

Gudrun Sjödén has always had a strong bond with her customers and coined the phrase “what we ladies want” in the early stages of developing her business. The name “Kulturtanten” (Culture Lady) is not just a descriptive title that Gudrun has chosen to call herself. It is a badge of merit, an expression of her personal identity and an understanding of what her customers are looking for.

 

In 2010, spurred by her inquisitive mind and entrepreneurial acumen, Gudrun took the step of creating a social media presence. She launched her first Facebook page that she fittingly called Kulturtanten. Just as she had been doing in her catalogues and on the website, Gudrun posted personal and relevant content there. It was a space for sharing fanciful ideas and beautiful pictures with her followers and where she could engage in genuine dialogue with her customers. The purpose was to give customers the experience of communicating with a real person and not just a company.

 

Within one year, the Kulturtanten Facebook page had over 11,000 followers and the figure now is more than 18,000. Gudrun regularly updates the page with new content.

 

Rosendal’s Garden is a lush botanical paradise that has been a constant source of inspiration for Gudrun Sjödén over the years. A green space for creative collaboration and backdrops for photoshoots. Bursting with life and colour, the botanical setting reflects, in many ways, the brand’s own love of nature and its incredible beauty.

 

Rosendal’s Garden was the natural choice of venue for celebrating the 35th anniversary of Gudrun Sjödén’s first store on Regeringsgatan in Stockholm in 2011. Guests were treated to a colourful and spectacular fashion show to mark the anniversary occasion. It was a tribute to Gudrun’s design work and a retrospective collection that captured the essence of the past 35 years.

 

The event was attended by about 400 people who, as well as enjoying the fashion show, were given an insight into how Gudrun’s vision has evolved over the years. It was an unforgettable evening buzzing with joy, creativity and nostalgia.

 

The Gudrun Sjödén brand continued celebrating the 35th anniversary of its first store throughout 2011 and, after the hugely successful and colourful anniversary show at Rosendal’s Garden, it stepped onto the international stage with a show at the Shanghai Fashion Week. The 700 guests who were invited to the event were treated to a showcase of Gudrun Sjödén’s autumn and spring collections. A spectacular display of colours and designs in true Gudrun style.

 

The show was orchestrated by Robert Rydberg, one of Sweden’s leading fashion stylists, who has put his mark on a number of Gudrun’s fashion events. The models on the Shanghai catwalk were dressed in a palette of dazzling colours with unique designs and playful accessories. Jewellery, scarves and headwear were decorated intriguingly with vegetables. The combination of Gudrun’s eternal designs and Robert’s creative and imaginative styling delivered an unforgettable experience that placed Gudrun Sjödén on the Asian map.

 

Sweden, Germany and Denmark are some of the countries where Gudrun Sjödén stores have been established and they offer more than just shopping. Customers are able to try on clothes, find new favourite pieces and feel inspired by the blend of creativity and fashion that infuses the atmosphere of the stores and creates a unique experience.

 

When Gudrun Sjödén opened in London in 2012, a new address was added to the list of colourful stores. Covent Garden, where customers were greeted by an oasis inspired by 18th century Swedish style and where Nordic light and sumptuous, charming décor met in a British tea party. Gudrun Sjödén’s stores are more than just fashion and clothes, they offer customers an engaging and all-round experience filled with colour and character.

 

The H&M Award for sustainability is an initiative backed by H&M and ELLE fashion magazine to encourage and reward fashion companies that work actively with sustainability issues. All aspects of the process are taken into account by the judging panel in its assessment – from design through production to logistics and customer communications. As well as strategies and long-term visions. The award was first introduced in 2007 and has been presented annually since then at the prestigious ELLE Gala in Sweden.

 

Gudrun Sjödén received the H&M Award for sustainability in 2012 at the ELLE Gala at the Grand Hôtel. The panel of judges praised her long-term commitment to sustainability and her tremendous passion in driving progress in her area. It also said that Gudrun’s timeless and personal style, her collections made of sustainable materials and her inspirational communications made her an obvious winner.

 

Every summer since 1959, Radio P1 has aired its very popular programme which asks each guest to share personal thoughts and choose pieces of music. The programmes are led by a summer host who engages guests in light conversation. Originally, the same people appeared on the programme year after year. Today, a wider group of guests have the chance to talk about whatever topics they choose.

 

Gudrun Sjödén had the honour of being a guest on the hour-long programme in 2012. She shared major and minor experiences of life with listeners. Telling them about her cancer diagnosis, her Sami roots and how she grew up in the countryside. Gudrun also spoke about how and why she began her clothing company, her thoughts on female entrepreneurship and the many places she has visited around the world.

 

Gudrun Sjödén’s summer programme was a colourful and personal journey through her life and career, both accomplishments and setbacks. It gave listeners an insight into the passion and drive that fuel her work.

 

In the 1980s, Gudrun Sjödén’s customer base was expanding in the USA and the brand set up two stores and began selling via mail order there. The business encountered setbacks as a result of the Gulf War, however, and took the decision to close its operations in the US. Despite the challenges, Gudrun learned from the experience and decided that thereafter the company would only use its own capital for investments.

 

The relationship with American customers remained strong, however, and Gudrun Sjödén returned to the USA in 2012. This time, the company opened a store on Greene Street in the heart of SoHo, New York. A district with a flourishing culture and a calm, upbeat atmosphere. The perfect place for a colourful Gudrun store. Hand-painted furniture and a beautiful ornate floor give the store a creative ambience and make it an oasis of colour and design in the city’s cultural epicentre.

 

År 2014 firade Gudrun Sjödén 40 år av kreativ design och färgstark inspiration. Jubileet firades med en retrospektiv utställning på Kulturen i Lund, där besökarna fick kliva in i Gudruns unika värld. Utställningen, med titeln ”Gudrun Sjödén – 40 år av inspiration”, bjöd på en färgsprakande resa genom naturens skönhet, nordisk kultur och globala influenser som inspirerat Gudruns design genom åren.

 

I utställningen visades 40 olika klädkombinationer från tidigare kollektioner, samtidigt som den djupdök i entreprenörskap, miljömedvetenhet och tankar kring hur kläder och identitet är tätt sammanflätade. Ett av målen var att väcka debatt om modets roll i medelålderskvinnors liv, och uppmuntra dem att klä sig som de själva vill, utan att följa normer. Utställningen blev en stor framgång och lockade besökare i nästan ett år.

jersey tops

For many customers in Sweden, it’s too far to travel to visit a Gudrun Sjödén store. So in the late summer of 2014, some staff set off on a colourful tour with a trailer packed full of Gudrun’s unique creations. They travelled the length and breadth of the country for a month, setting up “Gudrun’s wild tour” pop-up store in six towns.

 

The first stop was Haparanda, followed by Umeå, Linköping, Uppsala and Jönköping, before the final stop in Lund in the south. The pop-up store gave customers the chance to see the products first hand and browse jersey tops with charming hens, soft cardigans with whimsical tigers and dresses with dancing tulips.

 

From the north of Sweden down to the south. The pop-up store offered customers a unique, interactive shopping experience and was greeted with enthusiasm at every stop on this colourful tour.

 

One early Friday morning in 2015, there was a buzz of anticipation in the air at the Regeringsgatan store in Stockholm. Gudrun Sjödén was hosting an author event and had invited Marian Keyes to give a talk to some 100 enthusiastic women who were gathered there to enjoy breakfast and listen to the Irish author telling them about her love of Sweden and sharing her thoughts on writing. The audience also had the opportunity to ask questions and get their copies of her book signed.

 

Marian Keyes, who is known for her bright prints and bold colours, was wearing a characteristic Gudrun Sjödén dress in honour of the day. When she met Gudrun herself, she burst out with the exclamation: “Oh my God, I’m so starstruck! It’s like meeting the Queen, only better”.

 

It was a magical morning with the worlds of fashion and literature coming together, filling the store with a cheerful, friendly atmosphere and creative exchanges.

 

Gudrun Sjödén’s first store opened its doors in 1976, a mere two years after the launch of the brand. The vision was to create a setting that would be as inspiring and brilliantly colourful as the clothes themselves. Today, almost five decades after it first opened, the store is still in the same location on Regeringsgatan in Stockholm.

 

Its 40th anniversary was proudly celebrated in 2016 with 40 days of fantastic festivities filled with exciting surprises. The “Gudrun Sjödén celebrates 40 years of colour and design” anniversary exhibition was launched with a dazzling fashion show which featured new winter creations and unique winter pieces from past collections.

 

It was an unforgettable evening attended by guests dressed in vibrant, colourful outfits in true Gudrun style. After the opening event, the anniversary exhibition went on display at Stockholm’s arts and culture centre, where visitors were able to take a closer look at iconic garments that have shaped the brand over the years.

 

Gudrun Sjödén is known for creating clothing for women who are not afraid to stand out from the crowd. Her characteristic designs and iconic patterns have been inspiring women around the world for 50 years. Although her design creativity has evolved over time, many of Gudrun’s signature designs have remained constant throughout. Stripes and dots, roses and tulips, and whimsical chirping birds... quintessential elements that feature in many of her collections.

 

In 2016, Gudrun Sjödén published her book “My Portfolio” in which she opens the door to her creative world and shares her sources of inspiration and the journey that has shaped her life and work. It is beautifully illustrated with Gudrun’s colourful watercolours and photographs taken over the years – both published and unpublished.

 

My Portfolio is more than just a book about clothes, it is a piece of Swedish design and textile history.

 

Gudrun Sjödén’s first encounter with Japan was back in 1970. She embarked on a long and exciting journey to Tokyo and a country with a rich and ancient history of traditional arts and crafts. There she was inspired by the women who were beautifully dressed in kimonos crafted from colourfully floral or finely patterned fabrics. It was here that Gudrun’s love of the Japanese design style was ignited in her creative spirit.

 

In 2017, 47 years later, Gudrun revisited Japan – this time with a group of textile enthusiasts via a Swedish handicrafts travel organisation. It was a chance for them to delve into the country’s rich textile culture and skilful craftsmanship. During their visit, they learned about the meticulous techniques and attention to detail behind traditional textile and other crafts in Japan. They worked with yarns, sewed traditional dolls, folded origami figures and gained an insight into the art of indigo dyeing.

 

The trip was filled with inspiration from Japanese designs with flat flowers, twining vines and stylised leaf shapes. Gudrun was able to find new expressions not only in the traditional arts and crafts, but also in the tasteful Japanese design style, where combinations of colours and patterns and different kinds of clothing are matched harmoniously to create a beautifully cohesive whole.

 

In 2017, Gudrun Sjödén was presented with the “Best International Growth” award at the Entrepreneur Of The Year gala in recognition of the company being a visionary and successful business. The award was confirmation of Gudrun’s impressive efforts since 1974. Over the years, Gudrun Sjödén has grown into a global brand with brick-and-mortar stores and a flourishing webshop that reaches customers around the world.

 

The judges praised Gudrun for having found a unique niche in an extremely competitive industry, and for recognising, at an early stage, the potential of e-commerce – a channel that has revolutionised consumer habits across the globe. One of the judges also highlighted Gudrun’s unshakable belief in her vision, which has shaped her brand.

 

In 2018, the “Gudrun Sjödén – A Colourful Universe” exhibition held at the American Swedish Institute in Minneapolis gave customers in the US the opportunity to step inside Gudrun’s unique and richly colourful world.

 

The exhibition treated visitors to a journey through Gudrun’s creative universe and a look at her career, inspiration and work of driving one of Sweden’s largest fashion export companies with enthusiasm and commitment. There was also a collection of original watercolours, handcrafted textiles and a selection of garments that represented Gudrun’s career on display.

 

The American Swedish Institute, which is a non-profit organisation and a museum, highlights and celebrates important roles played by Swedes and Swedish Americans in the history and culture of the USA. Gudrun Sjödén’s exhibition was open to visitors for three months at the museum.

 

In 2019, the Swedish postal service, PostNord, released five new postage stamps depicting Swedish fashion designers, as a tribute to the country’s prominent export role in the international fashion market. The creator of the stamp designs was the well-known fashion illustrator Mats Gustafsson, who interpreted clothes from five fashion houses – one of which was Gudrun Sjödén.

 

That dynamic colours and patterns have always been hallmarks of Gudrun’s designs was reflected in the choice of a dotted dress for her stamp. Gudrun asked for the background to be distinctive and lively, to make the stamp even more unique. So Mats Gustafsson created a pink, dotted background that worked really well with Gudrun Sjödén’s dotted dress.

 

The stamps, which combine art and fashion in a remarkable way, became a symbol for the inspiration that Swedish design continues to provide around the world.

 

The Gudrun Sjödén Foundation was set up in 2019 and its long-term vision is to preserve and promote the values that form the bedrock of Gudrun Sjödén’s activities. The objective of the foundation is to support projects that are committed to the same core values, which embrace design and crafts, global sustainable development goals, women’s entrepreneurship and textile research. By awarding grants and providing funding for participation in courses and seminars, the foundation seeks to inspire and empower individuals and organisations in these areas.

 

Karin Larsson’s textiles collection, which celebrates and preserves an important cultural heritage, and Agrocel, an organisation that promotes organic cultivation of cotton, are two of the initiatives that the Gudrun Sjödén Foundation has supported. It has also made donations to the “One click for the forest” initiative, whose mission is to protect old-growth forests and their unique ecosystems in Sweden. The foundation strives to promote sustainable development and creative entrepreneurship, nationally and globally, through its involvement in these and similar projects.

 

In 2018, American audiences had a unique opportunity to step into Gudrun Sjödén's colorful world through the exhibition ”Gudrun Sjödén – A Colorful Universe” at the American Swedish Institute in Minneapolis. The exhibition took visitors on an exciting journey through Gudrun’s creative universe, focusing on her career, inspiration and work as founder of the Gudrun Sjödén brand. Visitors could immerse themselves in original watercolors, handmade textiles and a selection of pieces in Gudrun’s signature designs. The exhibition ran for three months and was greatly appreciated.

 

Two years later, the exhibition made a successful return at the National Nordic Museum in Seattle, a museum focused on Nordic history and culture. “Gudrun Sjödén – A Colorful Universe” ran for six months, with Gudrun attending the opening day event in person to greet visitors and talk about the ideas behind her creative process.

 

As the world grappled with the COVID-19 pandemic, it had to swiftly adapt to new realities, where social distancing became the new normal. In the fall of 2020, Gudrun Sjödén took the opportunity to create something unique and adapted to the new conditions – a digital fashion show.

 

Rather than hosting a traditional catwalk with an audience, the show was recorded and uploaded to Gudrun Sjödén's YouTube channel, allowing customers to enjoy the show at their own pace wherever they were. The video showcased the brand’s winter collection with bold color combinations, vibrant patterns and Gudrun’s creative design sensibility. Clothing, music and props took viewers on an exciting fictional journey through Europe.

 

Viewers could also hear the stories behind the pieces and behind-the-scenes interviews, adding a deeper dimension to the fashion show. The virtual fashion show became a symbol of adaptability in challenging times, and can still be viewed on YouTube for anyone seeking inspiration.

 

The blossoming sunflower pattern has been part of Gudrun Sjödén’s designs since 2010. But in 2022, the sunny yellow flower took on a new, deeper meaning for the brand. In solidarity with the war-torn people of Ukraine, sunflower-adorned collections were created, with all proceeds donated to the United Nations Refugee Agency (UNHCR) and their vital work in the country.

 

The sunflower pattern was no random choice! As the national flower of Ukraine, the sunflower has become a symbol of hope and community during the crisis. The collection, which consists of both clothing and home furnishings, is still available for purchase. As before, the full proceeds for each sunflower product sold are donated to UNHCR.

 

The organization's 2023 annual report highlighted Gudrun Sjödén’s “Sunflowers for Ukraine” initiative, and the SEK 6.3 million donated to UNHCR.

 

In 2023, a new star was born in Gudrun Sjödén’s creative universe – the Uniqum product label. This collection of limited-edition pieces was created with love and care by Gudrun herself.

 

The Uniqum collection reflects her creative process, which always begins with a watercolor painting. From the first brushstroke, ideas are born that then become a garment. In Gudrun's words, it’s a journey that starts in the mind, passes through the heart, and flows out through the hand. This symbiosis of thought and emotion creates unique pieces in colors and patterns that differ from the standard seasonal collections.

 

Uniqum is a celebration of the personal and unique. Each piece reflects her authentic craftsmanship and creativity, turning them into small works of art in their own right.

 

Painting has always been a key aspect of Gudrun Sjödén’s identity, both as an entrepreneur and as a watercolor artist. But after graduating from the University of Arts, Crafts and Design in 1963, she put away her watercolor brushes and did not pick them up again for nearly 20 years. Since then, the watercolors have only increased in number. Graphic patterns, flowers and leaves – the only boundaries are those of the imagination.

 

In 2023, Gudrun could finally share her passion with her employees. She took those who wanted to go to India on a watercolor trip. There, with brushes in hand, they attended watercolor classes led by Gudrun herself. The trip also featured visits to several of the brand’s suppliers, offering a glimpse of how collections are made and how patterns come to life through the traditional block printing technique. They also tried their hand at dyeing fabrics with indigo.

 

After the trip, the watercolor classes continued at the headquarters in Stockholm, where Gudrun shared her creativity and experience.

 

Gudrun Sjödén once again makes a strong impression in the US, this time with an inspiring outlet store in Minneapolis that opened its doors in the summer of 2024. Here, customers can step into Gudrun's unique world, where hand-painted walls are adorned with her own watercolors. The peaceful and harmonious atmosphere complements with the richly patterned clothing.

 

After closing her California stores in the 90s and later making a triumphant comeback with the New York store, Gudrun once again captured the hearts of Americans with the Minneapolis outlet store. It was an exciting addition to her colorful universe.

 

This is Gudrun Sjödén's second outlet store. In addition to the Minneapolis store, Gudrun also has a warehouse store in Stockholm, where customers can discover both new treasures and unique vintage pieces at outlet prices, with the same love of color and design.

 

The year 2024 marks 50 years since Gudrun dared to pursue her dream and created her own brand. What began as selling clothes to department stores has now expanded into an international fashion company with 22 stores worldwide. The simple, two-colored brochure that was Gudrun Sjödén’s first catalog has now evolved into thick, vibrant catalogs brimming with inspiring photos. While patterns have come and gone, some have remained since the start in the 1970s.

 

Led by Gudrun herself, the 50th anniversary in 2024 is being celebrated with a unique collection that revives beloved favorite patterns, a travel guidebook showcasing Gudrun's many journeys, and an exhibition that takes visitors on a time-traveling adventure through five decades of creativity and fashion history.

 

Now 83 years old, Gudrun hopes for many more active years. She dreams that one day her brand will celebrate its 100th anniversary – and that 2024 is just the beginning of the next big chapter.