“Nature inspires our designs –
we’re passionate about
protecting it”
Responsible production and sustainable business have been part of
Gudrun Sjödén’s ethos since 1976, says Gudrun Sjödén UK
How did it all start?
In 1976 Gudrun opened her first shop
in Stockholm, selling unique, versatile
clothes that were produced ethically.
What are the biggest changes that
have happened since then?
The distinctive patternful Gudrun
style has become a much-loved brand
among women around the world who
care about the story and ethos behind
their clothes.
How different is the company today?
We have grown bigger and opened
concept stores in several countries;
however, the core and spirit of the
brand is very much the same as it was
- We have gone from Gudrun
hand-drawing the catalogue in the
early days to printing them in several
languages (onto environmentally
adapted chlorine free paper that
comes from FSC-certified forests).
Gudrun now has a design team
that she works with. However, the
starting point for each collection is
still Gudrun’s own artworks, which
are often inspired by the art of
textile handicraft or the natural
world (the latest collection, on
p22 is a good example).
Tell us about the eco credentials
you’re most proud of.
With every collection, we increase the
number of garments made from
recycled fibres and we encourage our
customers to recycle too. Through
our vintage corner in store, for
instance, clients can resell preloved
Gudrun pieces and we run regular
events to inspire a mend and make do
approach with inspiration on how you
can give your clothes a new lease of
life through alteration or upcycling.
We have for many years now only
used our organic cotton bags for
customers who purchase in store – we
change the design with each
collection and they have become
quite collectible. We have also
developed our sustainable labelling
system so that customers can make
choices based on good fibres and
responsible production.What are you most passionate about?
Protecting our planet and its nature,
which provides such constant
inspiration for our designs and
patterns. The rich cultural heritage of
handicraft around the world is really
important to us too.What company achievements make
you most proud and why?
Our long-term relationships with our
suppliers – these mean that we can
develop and grow ever more
sustainable together. We have
a Code of Conduct, which we reviseregularly, that is designed to inspire
and inform the manufacturers we
work with to fine-tune our production
line, increasing efficiency and
reducing waste wherever possible.How do you keep ahead of the
competition?
As quite a singular brand, it’s hard to
pinpoint competitors, but we love to
make our customers feel part of our
story and perhaps it’s that sense of
community that’s part of our success.What next for the company?
In the UK, we’re proud to curate
workshops and events around
sustainable living – details of
upcoming events at our London
store are posted online – and follow
us on Instagram: @gudrunlondon.