Gudrun’s history

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.

 

1970s
1974 Gudrun starts the company

1974

Gudrun starts her own company

The first collection is launched and Gudrun Sjödén becomes a brand.

1976 The first store

1976

The first store

Gudrun’s very first store opens its doors in Stockholm.

1978  Mail-order sales take off

1978

Mail order sales take off

Gudrun’s colourful designs become more easily available to customers.

1979 Classic essential striped sweater

1979

Classic striped essential sweater

Straight stripes in soft cotton – the striped essential sweater is an ever-popular classic.

1980

First catalogue

From a simple two-page folder to a thick catalogue with colour photos for hours of browsing.

1980

First parka

The jacket that combines design and practicality – our popular parka.

1981

Sales in Germany

The customer base was expanding outside of Sweden and the company began selling via mail order in Germany.

1983

Business in the USA

Mail order sales took off and two stores opened on the other side of the Atlantic.

1984

Unisex

Colourful designs for women and men – the launch of unisex styles.

1988

Rosamunda

Passion for roses – part of Gudrun’s identity as a designer.

1989

Outlet store on Götgatan

Stockholm’s vibrant Södermalm district was chosen for the first outlet store.

1990s

Block-print designs

Gudrun discovered her fondness for hand block printing back in the 1990s.

1992

Encounter with India

The first organic wave arrived and India presented itself as a new manufacturing country.

1993

Businesswoman of the Year

Gudrun Sjödén’s business thrived and flourished in the 90s and she was presented with an illustrious 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 launches six new stores.

2003

Experiential store in Gamla stan, Stockholm

The Gudrun Sjödén brand launched its lines in Homeware and flowers.

2004

Entrepreneur of the year

Gudrun Sjödén receives an accolade 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 honoured with a medal for her unique contributions in fashion.

2009

The essential stripe sweater celebrates 30 years

- It’s a pattern that never goes out of style – our essential stripes have been with us for three decades.