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The Swedish retailer Gudrun Sjoden opened its first NYC store in Soho today, and it's without a doubt the cheeriest store on Greene Street. With high-end neighbors that include Louis Vuitton and Chloé, the shop offeres something that the street doesn't exactly provide in spades: quirky home goods, playful clothing, and festive prints with moderate price tags.
Gudrun herself was at last night's opening, and she told us that opening on Greene Street was a happy coincidence, since one of the line's main objectives is to produce merchandise using sustainable green fabrics. (Sidenote: she's been designing for half a century.) If the clothes aren't really your thing—it takes a certain type of person to pull off bold Scandanavian prints—we suggest checking out the home goods section, which offer the same spunky fabrics in pillow, rug, bedding, and towel form.
· Swedish Brand Gudrun Sjoden Joins Acne on Greene Street [Racked NY]
· Gudren Sjoden [Official Site]