Gudrun Sjoden Soho is the US Flagship of this Swedish organic ‘green’ clothing, accessory and home store.  The story here is color and print.  Did I say color and print?  This is a cross between Spring 2013 Anthropologie and Eileen Fisher.  It is most definitely geared for the 45+ crowd most likely not urban-dwelling.  Tragically unhip stuff, but certainly happy looking.  The home products are far better and would add a nice pop of color to that Anthro-style home.

The company has been around since 1976 and the concept is simple – colorful clothes and home textiles in natural materials with a focus on Scandinavian design.  Pieces fit all shapes and sizes and can be mixed and matched.

There were a slew of girls on the street in Soho this weekend passing out coupons dressed head to toe in Gudrun costume, from hot pink tights to green patterned and layered pieces right up to little red hats and umbrellas.  Quite the sight to see and I regret not taking photos!

Anyway, it is a rather interesting shop and I personally love Scandinavian design, just not as apparel.  There are some really cute scarves, rugs and great accent pieces.  They also sell chocolate which is pretty tasty.

This is the owner and founder.  She was actually working at the store this weekend.

http://www.gudrunsjoden.com/us/start-pages-shared/2013/spring/display8us-discover-the-new-spring-collection

50 Greene Street – Soho