Gudrun Sjödén’s own ecolabel

Next to each garment representing an eco-friendly choice, you’ll now be seeing the following symbols, in a system we call Gudrun’s Good Guide:

Gudrun’s Good Fiber


These products are made entirely or partly from materials grown or developed from a sustainable perspective. We require transparency and certificates.

We regularly update which fibers are classified as Gudrun’s Good Fiber. The following are our green choices: 


Recycled fibres  
We use several different recycled materials, such as cotton, linen, wool, cashmere, down, nylon, polyester, wood and paper. We hope to be able to use even more recycled materials in the future! We believe that making products with existing fibers is a good and sustainable option. Recycled fibers are sorted into pre- or post-consumer waste. The material comes either from waste from various parts of the textile production process (pre), or used garments have been collected from consumers (post). In the future, access to so-called post-consumer cotton is expected to increase as we become better at sorting and reusing discarded textiles. The fibers can be recycled mechanically or chemically. We primarily use cotton that is recycled mechanically, torn apart, and shredded into fibers. These are then spun into new yarn and woven or knitted into new textiles. Sometimes the material is sorted by color first and is therefore neither bleached nor dyed again. This is best, of course, and saves even more water, energy and chemicals. When cotton is chemically recycled, the new fiber becomes a type of viscose fiber. 
Recycled materials are sometimes accompanied by a lifecycle analysis (LCA), with figures presented from the various production steps in the form of environmental savings. Most recycled materials are certified in accordance with GRS (Global Recycled Standard) or RCS (Recycled Claim Standard).

For our nylon tights, we use chemically recycled nylon, in which leftover material from the factories is used to make new fibers. When synthetic fibers are chemically recycled, they have almost the same properties as the original fiber and are therefore an excellent alternative, especially when the fiber would otherwise have been made of plastic, a non-renewable raw ingredient. 
The recycled down we use was brand new to the market in 2016 and we were among the first to use it in our down coat. The down comes from used down quilts and pillows. These are collected and opened, and the down is sterilized and then used again.  
For our holiday decorations, we use recycled paper. 
Today, recycled material is a component of the circular economy that is necessary for reducing the organic footprint in the world. By using recycled material, we are saving land, water, chemicals and energy and reducing carbon dioxide emissions compared to use of new production. 

TENCEL™ Lyocell  
We purchase nearly all of our lyocell from the Austrian brand Lenzing AG. TENCEL™ Lyocell is the brand name of their lyocell and they have a long tradition of developing sustainable fibers. TENCEL™ Lyocell is made from certified forests in which the wood is FSC® certified (Forest Stewardship Council). The wood pulp is turned into fibers in a closed system in which the water and chemicals are used over and over again. TENCEL™ Lyocell is therefore considered to be one of the most sustainable fibers. TENCEL™ is a trademark of Lenzing AG.

TENCEL™ Modal  
Our soft and comfortable modal essentially always comes from certified modal from Lenzing AG in Austria. It is sourced from certified forests and using a closed-loop system and is produced by using renewable energy and by recovering the process chemicals. TENCEL™ Modal, TENCEL™ Modal x Micro and LENZING™ ECOVERO™ Viscose are all regenerated cellulose fibers. LENZING™ ECOVERO™ Viscose offers 50% lower emissions and water consumption compared to traditional viscose production. TENCEL™, LENZING™ and ECOVERO™ are trademarks of Lenzing AG. 

Organic fibers   
Organic cotton accounts for the largest volume of organic fibers in our collections. We love the properties of cotton and are proud to be able to offer such a large share of organic cotton, and have essentially completely phased out conventional cotton. We also use other organic materials, such as linen and wool. In reality, all farmed fibers can be certified organic if they follow the requirements for certification. Genetically modified organisms (GMO), chemical pesticides and chemical fertilizers are not permitted in organic farming. We require Scope and Transaction certificates from recognized organizations for all of our organic products. 

 Naturally retted linen and hemp  
After it is harvested, linen undergoes a natural dew-retting process, which takes a long time and minimizes water use, making it eco-friendlier. We accept European Flax-certified fiber and Oekotex. 

 Cotton made in Africa (CmiA)  
This cotton is grown by small-scale cotton farmers in Africa with a focus on sustainable and eco-friendly farming methods. The farmers are given the chance to increase their standard of living through increased crop yield and income. This cotton offers several advantages compared with conventionally grown cotton, for example, genetically modified organisms (GMOs) are not used, the crops are watered with rainwater and old growth forests are not cut down to create arable land.

Better Cotton Initiative (BCI)  
The cotton is from sustainable farms where the farmers use more efficient watering methods. They use less chemical pesticides and chemical fertilizers, giving the cotton several advantages compared with conventionally grown cotton. 

Silk thread is produced by silk worms, which spin kilometer-long threads around themselves, forming a cocoon. Silk worms live on the leaves of mulberry trees, which are easy to grow and do not usually require large amounts of water or chemicals. The pupae are rich in protein and edible and the outer cocoon can be reused as fertilizer or stuffing. Silk has natural temperature-regulating properties and can therefore be considered nature’s own functional material. It is warming in the cold and cooling in the heat. 

Alpaca wool comes from animals that are kept in their natural habitats, which means they live in harmony with nature. Their hooves do not pack down the soil too hard and the wool does not contain lanolin, which saves large quantities of water and energy in the washing process. Alpaca wool is therefore a good choice.

Leather – vegetable tanned and dyed  
The entire process of tanning and dyeing of leather should be done with natural extracts, the best available technology (BAT) and the best environmental practice (BEP) for the leather to be considered an eco-friendly choice. 

Wood and natural rubber  
Wood should be certified by either FSC® (Forest Stewardship Council) or PEFCTM (Programme for the Endorsement of Forest Certification). Natural rubber is a renewable and recyclable material that does not require energy or chemicals for extraction. 

Gudrun’s Good Production


These products are manufactured entirely or largely at audited factories that use the best possible production processes for human health and for the environment. We set high standards to ensure that all leading processes in production are certified, in some cases all the way from fiber to the sewing factory. In some cases, the influential processes for dyeing and printing are certified. Products in materials that are not bleached or dyed.

Certifications for production units that we classify as Gudrun’s Good Production are: 


An independent organization with a focus on reducing poverty and strengthening farmers’ influence and power to act. This also involves a high level of environmental requirements, such as bans on harmful pesticides, responsibility for water and forests, and the protection of biodiversity and threatened species. In addition, high demands are in place regarding human rights, anti-corruption and bribery.

The material price is based on the cost of sustainable production and a living wage, not only on the market price. The buyer pays a premium that is used democratically to invest in health care, education, infrastructure, or the actual production of the product. All factories in the production chain are reviewed by a third party to be permitted use of the Fairtrade label for cotton.

Various organic certifications
The most common organic certifications include, for example, cotton, linen and wool. They certify natural fibers that are organically grown, or for wool, animals that are organically raised. They also certify processes, such as spinning, dyeing, printing and other production units. For many of our products, the entire production chain is certified and we are continuously adding more products to the selection. When we say the entire production chain is certified, this means from the fibers all the way to the sewing factory. In this case, this is stated in our text about the product materials. As much of the organic footprint is from farming and wet processes, such as dyeing of fibers, we also label items with a certified fiber and dyeing and/or printing process as Gudrun’s Good Production. This is verified for each production by a Scope and Transaction certificate.

bluesign ®
bluesign is a standard for environmental certification along the entire production chain. The materials meet stringent requirements regarding the environment, health and safety. The following are examples of what is measured and checked: That the material is free from hazardous chemicals; sustainable use of energy and raw ingredients in order to reduce pressure on the environment as well as carbon dioxide emissions; minimal water consumption and maximum water purification; and occupational health and safety, working conditions and safety in factories. Consumer safety, air and water emissions, chemical and energy consumption and CSR aspects in factories are handled under a single umbrella.

STeP (Sustainable Textile Production) is a certification from OEKO-TEX®. Stringent social requirements are in place with regard to employment issues and safety at the workplace. Regarding environmental issues, there is significant focus on reducing waste by reviewing resource consumption, but water and energy consumption are also monitored, as is the handling of chemicals. Quality assurance is also part of this certification.


Gudrun’s Unique Craftmanship


This product was made by skilled artisans according to long-held traditions. Each product has its own unique look and artistic value. By buying this product, you are helping to ensure that unique skills and craftsmanship continue to thrive and develop.


Gudrun’s Good Deed


The product is sold to benefit charity. You can find more specific information about the project next to the selected products.



Gudrun’s Good Guide
– An entire collection to be proud of.

Our goal is to have as many products as possible produced to meet environmentally friendly standards, not just a small exclusive portion. Environmental awareness has evolved over the decades, wandering in and out of fashion. From the first tentative, almost unfeasible efforts of the 1980s, through our first eco-collection in the 1990s to today, when green is taken for granted.

In the maze of environmental labels, we felt that having an ecolabel of our own could be a simple way for you as a customer to navigate among our collections. In 2008 we developed our Leaf-based system and in 2017 we are updating this system and adding Gudrun’s Good Guide