Gudrun’s history
Gudrun Sjödén’s colorful stripes and bold pattern combinations have captivated the world since 1974. She creates unique, functional and timeless designs for all ages. 50 years of creativity – 50 years of history. Throughout our anniversary celebration, we will be releasing the story of Gudrun’s exciting artistic journey, decade by decade – from the initial step into the business world to the global distribution of Gudrun Sjödén’s unique designs.
1974
Gudrun starts her own company
The first collection is launched and Gudrun Sjödén becomes a brand.
1976
The first store
On Regeringsgatan, the doors open to Gudrun’s first store.
1978
Mail order sales take off
Gudrun’s colourful designs become more easily available to customers.
1979
Classic essential striped sweater
The soft cotton stripes of the essential striped sweater were an early arrival and have become a much-loved classic.
1980
The first catalog
From a two-color leaflet to a thick, beautiful, browsable catalog full of colorful pictures.
1980
The first parka
A practical jacket that pairs design with functionality: our popular parka.
1981
Sales in Germany
The customer base beyond Sweden grew as mail-order sales kicked off in Germany.
1983
Setting up in the US
Mail-order sales were taking off and two stores opened up across the Atlantic.
1984
Unisex garments
Colorful designs for women and men – the introduction of unisex styles.
1988
Rosamunda
A passion for roses – part of Gudrun’s identity as a designer.
1989
Outlet store opens on Götgatan in Stockholm
Gudrun Sjödén’s first outlet store opened up on the best shopping street in Södermalm, Stockholm.
1990s
Block-printed patterns
Block-printed patterns.
1992
A first visit to India
India as a new production country and the arrival of organics.
1993
Businesswoman of the Year
Gudrun Sjödén flourished in the 90s and received a prestigious award.
1993
First products for the home
Colourful soft furnishings were introduced to the portfolio.
1997
Launch of the webshop
The advent of the digital age enabled Gudrun Sjödén to reach out to more fashion lovers.
2000s
More stores open
Gudrun Sjödén opens six new stores.
2003
Experience store in Gamla Stan
Home textiles and flowers sold at a Gudrun Sjödén store.
2004
Entrepreneur of the Year
Gudrun Sjödén is celebrated for her entrepreneurship.
2005
Fashion show in Skeppsholmen Church
Gudrun hosted a spectacular show in this beautiful, dome-shaped building.
2006
Gudrun’s Good Deed
An initiative that links design with hope for a better world.
2006
A tribute to Frida Kahlo
The art of Frida Kahlo inspires Gudrun Sjödén’s flourishing designs.
2007
His Majesty the King’s Medal
Gudrun Sjödén was honored with a medal for her unique contributions in fashion.
2009
The essential striped sweater celebrates 30 years
It’s a pattern that never goes out of style – our essential stripes have been with us for three decades.
2010
Sunflowers that do good
The flower that has become a symbol of hope and solidarity.
2010
Kulturtanten Facebook page
Gudrun Sjödén launches her first Facebook page.
2011
Anniversary show
A colourful anniversary with a fashion show in botanical surroundings.
2011
Shanghai Fashion Week
Gudrun’s dazzling designs take the stage at Shanghai’s fashion week.
2012
London store opens
A colourful Gudrun store opens in the pulsating heart of London.
2012
Sustainability award at the ELLE Gala
Gudrun’s commitment to sustainability is recognised with the H&M Award.
2012
Summer guest on P1 radio
Gudrun Sjödén is a guest on the Swedish radio programme, talking about her life and company.
2013
Store in the Big Apple
Gudrun Sjödén returns to the USA and opens a colourful store in New York.
2014
Anniversary exhibition
A retrospective exhibition celebrating 40 years of inspiration and joyful designs.
2014
Gudrun’s wild tour
Gudrun Sjödén’s pop-up store brought a splash of colour wherever it went.
2015
Visit from the author Marian Keyes
Gudrun Sjödén’s first store opened four decades ago.
2016
40th anniversary
The store on Regeringsgatan celebrates its 40th anniversary and has been an oasis of inspiration since 1976.
2016
My Portfolio
Gudrun’s colourful book “My Portfolio” is published.
2017
Exploring Japan’s craft heritage
A journey of discovery filled with textile artisanry, inspiration and creative expression.
2017
Wins the “Best International Growth” award
Gudrun Sjödén receives an award for international growth and innovative design.
2018
A Colourful Universe
Gudrun Sjödén’s colourful world went on display at the American Swedish Institute.
2019
Gudrun Sjödén appears on a stamp
The Swedish postal service issues a series of stamps to celebrate the country’s fashion industry.
2019
Gudrun Sjödén Foundation
Supporting and promoting design, sustainable development and women’s entrepreneurship.
2020
Successful exhibition in new location
Gudrun Sjödén spreads her colorful universe to the Pacific Northwest.
2020
Digital fashion show
Gudrun Sjödén organized a digital fashion show during the pandemic.
2022
Sunflowers for Ukraine
The blossoming sunflower pattern takes on a new meaning.
2023
UNIQUM is launched
The Uniqum collection is Gudrun Sjödén’s tribute to unique craftsmanship.
2023
Watercolor course in India
Gudrun's team goes on a creative watercolor trip to India.
2024
Outlet store in the US
The first colorful outlet store opens in the US.
2024
Gudrun Sjödén celebrates 50 years
The world's most colorful 50-year-old.