“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 1976. 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 revise regularly, 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.