Welcome to Gudrun’s world!

Colourful design for 50 years

I love contrasts and surprising combinations. Absolutely nothing run-of-the-mill. Colourful stripes and mixed motifs, combinable multi-seasonal styles, functional and one-of-a-kind pieces that are flattering for all ages and figures, and will never get outdated. Mostly crafted from natural materials, with an emphasis on sustainable Nordic design.

These are the keywords for garments with the Gudrun Sjödén label. In many respects, my designs reflect my own personal taste. I like clothes that are colourful and personal, signalling a certain lifestyle. I aim to spread joy and add fun and sparkle to everyday life.





Our story

Gudrun grew up in a farming family outside Norrtälje, east central Sweden. At the age of 17 she began studying at the University College of Arts, Crafts and Design in Stockholm. The strong focus on textile handicrafts made a huge and lasting impression on Gudrun and shaped her creative style. Gudrun’s first job was at Ivar Wahl AB. Classic tailoring was their style. Meanwhile, innovation was everywhere by the late 60s. There was op art, pop art and mini-skirts – they were fun times. In 1974, she registered her own trademark, Gudrun Sjödén. The theme of her first collection was “Active leisure wear in natural materials”. Starting her own business was a real adventure and she could at last design what she wanted and present a complete collection.


View our colourful timeline here »



Where do the ideas and inspiration come from?

The creative process is triggered by a constant flow of impressions from the natural world, colours, people, traditions, travel and cultures. The design team then starts to reach for watercolours, crayons, pencils and paper. Sketching freely, allowing creative thoughts to flow. Adding little touches here and there. The ideas fall into place and a new collection gradually takes shape.



Creating clothes

... for us is about bringing colour and soft lines to a personality. They should be designed for easy movement, comfortable temperature and sustainable care too. A garment is not a disconnected object, but part of a context, and reflects its era, its cultural heritage, its wearer and its designer.


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Home collection

Our Home collection features everything from harmonious bolster stripes for the bedroom, pops of colour for the bathroom and durable kitchen linens, to embroidered rugs and boldly-patterned curtains. In the same way as our clothes, we want our homes to reflect Scandinavia’s beautiful nature and Sweden’s cool, yet colourful, rustic culture, with some touches from the rest of the world.


View all homeware »




Gudrun goes greener


As a company, we have huge scope for making our influence count. Which is why we try to integrate environmental consideration into our production and internal operations to the greatest extent possible. Everything from the fabrics for our clothes, our packaging, shopping bags and printed matter, to the recycled fibres we use, methods of transport and waste sorting. Long-term relationships with our suppliers enable us to monitor and guide their sustainability efforts.


Learn more about our environmental commitment »



Our stores

It feels like you’ve come home when you step inside our stores. Each one is unique – which is why the décor in our stores is big on colours, patterns and choice materials. They host colourful events like fashion shows, talks, special offers and other inspiring and fun activities. Subscribe to our newsletter and get personal invitations to upcoming events! 


Yes please, I’d like to receive Gudrun’s newsletter »


Find our stores »



Welcome to the club with a difference!


Do you also want clothes with a personal touch? Clothes that show who you are? For you, we have the Gudrun Sjödén Club. Club members receive access to and information about everything that is happening online and in our experiential stores. Club membership is more than just information. We aim to offer you a personal service and a host of exclusive benefits:


• Bonus points with every purchase
• Fun club activities
• Unique club offers and club prices.
• Inspiration, updates and the latest on new collections
• Early sale access

Join the Club »


Gudrun Sjödén blog

Step behind the scenes, where we share everything from exciting travel tales to personal, everyday observations. 

Enjoy reading »

Gudrun’s Good Deed

Since 2006, we have been donating part of the sales proceeds to causes close to our hearts.

Find out more »


Are you also a Gudrunista? Get inspired and share your unique Gudrun style with others.

Explore here »



Are you a #gudrunista? 

Share your style, tag your posts with #gudrunista and follow us on Instagram @gudrunsjoden. Maybe we’ll use your picture on our website or in our social media channels! 

Looking for inspiration?
Meet other colourful Gudrunistas here »

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