Fashion with soul – Sponsored by Gudrun Sjödén


The stylish new autumn collection by Gudrun Sjödén is crafted from high-quality natural materials and inspired by a sense of Nordic history

Since 1976, Gudrun Sjödén, the Swedish fashion brand with a green conscience, has deservedly earned itself a reputation for producing gorgeous pieces made from only the best quality sustainable materials by carefully chosen suppliers. The clothes are the antithesis to ‘fast fashion’ – timeless in style, they are made to be worn until they wear out.

And the beautiful autumn collection is no exception. Made from nature’s very own sustainable materials such as yarn-woven organic cotton and wool, the new range can easily be teamed with pieces from Gudrun’s enormous basics collection and accentuated with its unique, colourful accessories.

The Duvemåla collection


The inspiration for the autumn collection came during Gudrun’s trip to Minnesota in the US, and the exhibition she put on at the American Swedish Institute (ASI). There she learned about the emigrants who, driven by poverty and famine in the 1800s, left their homes in Småland in southern Sweden for the promised land of America.

Their stories inspired Pia, Gudrun’s co-designer, to create a collection that’s rich in history and has a handcrafted feel. The range features unique hand-knitted cardigans made of heavy yarn-woven organic cotton and wool, sustainable organic chore shirts, beautiful jersey pieces with historic designs reminiscent of when nail heads were used to print patterns on fabrics, and much more – all in an earthy colour palette of blue, green, grey and cream.

The collection is named after Duvemåla, a tiny village in Sweden, from which many emigrants would have made their way to the vast, sweeping plains of America. It was a journey to a better life.

See the new autumn collection at or visit the pretty London concept store in Covent Garden at 65-67 Monmouth Street, WC2H 9DG