MY IDEA – OUR HISTORY – SPRING 2018

 

Once, an incredibly long time ago, I decided that NOW IT WAS TIME to design my own collection with exactly what I wanted to have and wanted to make. Clothing for me and for other people like me. COLORFUL, ARTISTIC, NATURAL. And as I look through spring’s collection and images, that clearly continues to be our path. Our clothing is designed out in nature or in a comfortable studio setting. The models in the photos are absolutely not to be picture perfect, thin, tall and impersonal. I want to show women of all ages and all shapes, with their own unique personalities. That’s how it should look! And I know that you customers appreciate the way in which I present my collections. A big, wonderful, warm hug to you all!

 

MY FLOWERS – MY WATERCOLORS

Because I am occasionally called “the watercolor-painting entrepreneur”, I’ve given my patterns soft and round shapes, preferably in the form of flowers or leaves. Indeed, that’s how the brush shapes a pattern by hand on a lovely sheet of watercolor paper. It’s the very opposite of what a computer creates, with its pixels and perfect systems. I gladly print my flowers on textured fabrics, like genuine linen, which also crinkles so beautifully. And I love to mix layers with harmonious or contrasting colorways.

 

GENUINE CRAFTSMANSHIP – TIE DYE, IKAT, BLOCK PRINTING

As you know, my training is primarily in textile handicrafts, which is also true of my co-designers. We all love craftsmanship and folklore from every corner of the world. Pia, Claire, and Diana have all contributed.

 

A STYLISH REBEL – FLIRTING WITH HISTORY

Throughout my years, many parts of the assortment have been some form of protest against rigid, ladylike, hard-to-wear urban fashion. Many designers in my generation have taken matters into their own hands. These pioneers have also inspired me to pursue my own achievements and my very own style. Elvira, who has been with me for years, is inspired by the indefatigable creations of Vivienne Westwood, with quirky blends of checks, flowers and surprising color combinations. So incredibly fun!

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THE ESSENTIALS – COMPANIONS SINCE MY FIRST COLLECTION

In my first collection, I only had one group of solid-colored jersey essentials. That was it. Two tops, one skirt, one panty, one dress – if I remember correctly. Five simple essential colors: unbleached, red, blue, green and black. Three sizes – small, medium, large. I also recall how difficult it was to have jersey made, when we only dared to produce everything in small series. Not many customers, not a lot of money! Because financing was the toughest part of all when my husband and I started the company in the 70s...
TODAY’S ESSENTIALS include as many styles, colors and materials as you can imagine. Mia and I both find it incredibly difficult to limit ourselves when we’re working on our richly varied essentials line. It has JERSEY in printed patterns, spectacular stripes and the best sustainable fiber. It has WOVEN pieces, with simple dresses and pants. And of course, the functional PARKA, which is both solid-colored and printed with round aspen leaves this spring. The KNITWEAR group is Mia’s favorite area. She simply loves all of the beautiful details that the big computerized knitting machines can make.

 

SHOES, SOCKS, SHAWLS, BAGS – ALL OF OUR ACCESSORIES

Because our collections often include somewhat unusual colors, I know that you customers really appreciate all of the matching accessories. Personally, I just adore the shoes, with their low heels and wide lasts with round toes and glorious colors. And it’s always wise to have a bag to toss over your shoulder. Or maybe you’re excited to see spring’s fabric bag, which you’ll receive free in the store with a purchase from the spring collection. It’s a bag you can use year after year – and an incredibly durable billboard (in organic cotton, of course) for my brand GUDRUN SJÖDÉN.

 

A HOMEWARE SELECTION IN THE SAME VEIN

Naturally, your home should also be decked out in all of our fabulous patterns and colors. While creating the clothing, we also begin producing the homeware collection, often with the same patterns reinterpreted on printed curtains, embroidered rugs, cheerful kitchen towels and cups/dishes/bowls. Elvira and Linn work hard to ensure each and every detail is as beautiful and well-made as can be. An entire CATALOG will eventually drop into your mailbox one day in early spring.

 

Happy green and sunny spring wishes!

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