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
Gudrun’s very first store opens its doors in Stockholm.
1978
Mail order sales take off
Gudrun’s colourful designs become more easily available to customers.
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.
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
Acclaimed exhibition in a new location
Gudrun Sjödén spreads her colourful universe to the northwest coast of the USA.
2020
Digital fashion show
Gudrun arranged a digital fashion show during the pandemic.
2022
Sunflowers for Ukraine
The bold sunflower design takes on new meaning.
2023
Launch of UNIQUM
The Uniqum collection is Gudrun Sjödén’s tribute to unique handicrafts.
2023
Watercolour course in India
Gudrun’s co-workers learn creative watercolour skills in India.
2024
Outlet store in the USA
Opens its first colourful outlet store in the USA.
2024
Gudrun Sjödén celebrates 50 years
The world’s most colourful 50-year-old.