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Published
Oct 14, 2015
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Faroe Island's Gudrun & Gudrun opens Shoreditch pop-up

Published
Oct 14, 2015

The Faroe Islands-based eco-friendly knitwear label Gudrun & Gudrun has entered the UK market with a pop-up shop that celebrates sustainability.

Photo: Gudrun & Gudrun store in Norway


The new store is located on the popular Redchurch Street in Shoreditch, where Versus also recently opened a shop. It will "challenge the ever-increasing dominant world of fast fashion," the label said, and attract a crowd that is stylish yet environmentally conscious.

All Gudrun & Gudrun knitwear is made using untreated and un-dyed wool from biproducts, so no animals are used purely for production. A lot of the collection is handmade by Faroese, Jordanian and Peruvian women; part of the Gudrun & Gudrun Women Empowerment Project in Jordan.

The new pop-up will sell the brand's AW15 collection and include womenswear, kidswear and menswear. It will remain open for three months.

Guðrun Rógvadóttir, Guðrun & Guðrun Co-Founder and Creative Director, said: "London has been on our wish-list for a store opening for a very long time. There is awareness about the brand and we have many web-shoppers from the UK that we want to give the opportunity to feel the goods and to have a face-to-face chat with. We want to welcome them to our physical universe."

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