A Little Bit of Sweden in Soho

129twigandvine gudrun sjoden shop, soho, new york, photography by Sue Schlabach

I have yet to travel to Stockholm.

But a few weeks ago I stepped into the Soho shop of Swedish designer extraordinaire, Gudrun Sjõdén and got a tiny taste of the Stockholm vibe that must emanate from her flagship store there. It is one thing to admire someone’s artistry from your computer screen or the pages of the catalogues that arrive in the mailbox. It’s another to touch the fabrics and be enveloped in the atmosphere of a place.

What I most loved in the Soho boutique was the slowing down of the mood from the busy New York streets outside. New York was buzzing on caffeine and the feeling inside was attentive, yet leisurely. The patterned tone on tone gray on the floors—a classic in Swedish interiors—was the perfect complement to the vivid colors and patterns.

The clothing here is superb in quality, and the prices reflect the quality. I learned that I am an XS and the colors I liked most were sold out. But now I know my size for when I have opportunity to splurge in the future.

Other items in the collection are very reasonable. I came home with a colorful cushion cover (shown upper right) that was only $10. I treated myself to a magenta dotted towel that I’ve been eying up for a few months (I posted it here), and a striped citron green pair of leggings and a similarly-colored crinkly cotton scarf.

It was worthwhile to join the Gudrun buying club to receive a generous discount at the register and I noted that on each price tag there was a price for buying a single item and a significant discount if you bought two. Savvy.

Back in Vermont, I have the floral pillow behind my back as I write this, and I’m thinking about the old chair in my studio that I plan to paint and cover in bold fabric with a bauble edge, inspired by the chair I saw in the shop.


Join the discussion and tell us your opinion.

June 12, 2013 at 10:15 pm

A beautiful selection of items! Curious to know where the items are manufactured? Are they outsourced, or genuinely made in Sweden? Always looking for companies that go the extra mile to be ethical. Thanks for sharing!

Sue Schlabach 129twigandvinereply
June 13, 2013 at 9:38 am
– In reply to: tinambarisky

Hi Tina—such a good question, thanks. I hear you about looking for goods that aren’t made in poor conditions. My tights were made in Italy and the scarf in India. The staff at the shop said that Gudrun herself goes to India to work with the textile makers there, and I believe the company has a pretty high standard of ethics. Your comment made me want to delve further to find out more, though—especially with the news of conditions in textile factories in Bangladesh. I’ll find out more!

Miss Milliereply
June 13, 2013 at 9:16 am

How lovely your Swedish fabrics are! I have long been a “fabric-feen” – just the feel of the different weaves and textures, colors, too. Not to mention lovely yarns. That’s what I’m talking about! 🙂

Sue Schlabach 129twigandvinereply
June 13, 2013 at 9:35 am
– In reply to: Miss Millie

Fabric-feen! Love that. I’m one too.

June 13, 2013 at 11:29 am

I have been a fan of Gudrun’s online store for ages (the photography’s always so lovely), and when I went to Selvedge Fair in London I actually got to see her clothing in the flesh – lovely! My living room rug is from her, I played a waiting game until it was reduced to rock bottom in the sale before I pounced! 🙂

Sue Schlabach 129twigandvinereply
June 15, 2013 at 10:00 am
– In reply to: modflowers

Her on-line store is a feast for the senses. Would love to have one of her rugs under foot….

June 18, 2013 at 12:01 pm

If you ever do get to Stockholm, don’t miss Copenhagen (in Denmark). Talk about a meeting of art and life: they have the most amazing art and design museums, and some similar fabrics and clothing design boutiques to what I see here. Just go in the brief summer! And hire a bicycle, it is absolutely the best way to get around.
Oh yes, and in Sweden there is also the famous Orrefors glass factory, together with the less well known but brighter Kosta Bros. But they are some hours south of Stockholm.

Sue Schlabach 129twigandvinereply
June 18, 2013 at 1:45 pm
– In reply to: qoheleth1958

Thank you! Yes, Copenhagen is high on the list too. I will start looking up these places you mention. Warmly, Sue

June 19, 2013 at 6:59 pm

Gorgeous fabric & designs! I love Sweden style 😉

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