Gudrun Sjoden opens in SoHo

Gudrun store 2

Gudrun designer 2

Gudrun Sjoden wants to see New Yorkers embracing green. And red. And blue. And orange. “Often in fashion and in the shops it’s just a lot of black and gray,” says the 71-year-old designer, who herself prefers brightly patterned garments and neon-rimmed spectacles.

“But from my experience, there are a lot of women who want to have colors in their wardrobe.” Well, Manhattan, watch out: The relentlessly cheery Swede, who started her eponymous fashion company in 1974, is finally bringing her whimsical designs to the States, with a new store that opened last week in the hottest of haute neighborhoods: SoHo.

It’s a bold move for the low- to mid-priced brand. Gudrun Sjoden’s Greene Street neighbors include cool fashion favorites like Isabel Marant, Opening Ceremony and Diane von Furstenberg, which stand in stark contrast to Sjoden’s colorful, folk-inspired clothing and home goods.

Her Manhattan flagship similarly reflects the label’s bohemian spirit, as well as its green ethos — about 60 percent of its garments are made with organic fibers. The walls are painted an earthy olive-green and dove gray, and the wooden floors are adorned with hand-stenciled flowers. And Sjoden herself has hand-painted the vintage shabby-chic furniture with birds and other sweet designs. “It will be quite cozy,” she says.

Sjoden is not intimidated by the more rarefied stores in the neighborhood. “We have quite a lot of American customers who buy through the website,” the eternal optimist says. “So I think it will be a success.”

Channel your inner boheme
For her spring collection, Sjoden has taken inspiration from Scandinavia and its folk art. Here’s a look at some of the pieces.

leaf dress
1. A leaf on a palm by the Arabian Sea formed the basis for several of Sjoden’s patterns for spring, including the one on this gently crinkled split-personality dress.
Sus & Dus dress, $100

bib dress
2. Inspired by Scandinavian folk art, this floral dress — made with organic cotton — includes a richly embroidered bib and hand-quilted seams. Hanna         eco-cotton dress, $125

scarf
3. Graphic pieces scattered with polka dots, stripes and triangles harken back to the 1950s — and are made to be mixed and matched. Ziki linen/cotton shawl,


News
Entertainment
Sports
Lifestyle
Local

Hillary Clinton headed to Boston for women's leadership…

Former U.S. Senator and Secretary of State Hillary Clinton is set to visit Massachusetts Wednesday amid continuing speculation about making another bid for the presidency in 2016.

Local

The Boston Marathon: Step by step, the race…

For over a century, the Boston Marathon has been an event centered around sportsmanship, endurance and athleticism, but there’s no denying the face of the renowned race has been changed…

Local

Boston Marathon: Marathoners ready to run, honor victims

Scores of runners will cross the Boston Marathon starting line in Hopkinton Monday and embark on a 26.2-mile journey to Boston in honor of the victims.

Local

MIT student, Rhodes scholar, dies

Eliana Hechter, a student at MIT and Harvard, died, her family said. The announcement was posted on MIT's website.

Television

Discovery cancels 'Everest Jump Live' special in wake…

The Discovery Channel has indicated it will not be moving forward with "Everest Jump Live," a planned special about mountain climber Joby Ogwyn's effort to…

The Word

'X-Men' director Bryan Singer drama continues

  News broke late last week that "X-Men" and "The Usual Suspects" director Bryan Singer is being sued by a man who said Singer molested…

The Word

Miley Cyrus cancels more dates, tweeting from hospital

Miley Cyrus is reportedly so sick that she's had to postpone more tour dates. We know this because she has been sitting in a hospital…

Music

Loop are, er, um, back in the loop

Experimental noise rock band Loop's three mid-1980s to early-1990s albums, “Heavens End,” “Fade Out” and “A Gilded Eternity,” were mercifully reissued.

MLB

MLB video highlights: Red Sox defeat Orioles, 4-2

Brock Holt the difference in the Red Sox' win

NHL

NHL video highlights & analysis: Red Wings dump…

NHL video highlights & analysis: Red Wings dump Bruins in Game 1

MLB

MLB video highlights: Orioles top Red Sox, 8-4…

John Lackey roughed up for second straight outing

MLB

MLB video highlights: Red Sox score two in…

Lester shines in Red Sox win over White Sox

Travel

Packing: The one thing you need in your…

A new survey that looks at the travel habits of 50,000 people around the world has revealed that Western and Asian globetrotters have different priorities…

Home

Is your chair making it hard to talk?

Ever wished there was an office chair that could make impromptu meetings and discussions more private? The Cristiana Wing Chair is an asymmetrical armchair which…

Travel

Live large at these luxury hotels

From Thai boxing lessons and macabre Dracula tours to the Australian Outback, the Four Seasons hotel chain launched a series of new travel packages this…

Parenting

4 things that every summer camp should have

Alan Saltz, director of the 92nd street Y program lists things that every summer camp should have.