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

Two young children killed in deadly Queens fire

Two 4-year-old children died after a blaze at their Far Rockaway home on Saturday night. The Queens fire injured three others, including a third sibling.

National

Florida man charged with murdering son to play…

A Florida man annoyed that his 16-month-old crying son was preventing him from playing video games suffocated the toddler, police said on Friday.

International

Powerful 7.2 magnitude earthquake rattles Mexico

A powerful earthquake struck Mexico Friday, shaking buildings and sending people running into the street, although there were no reports of major damage.

News

OMG! Exercise can make skin (and butt) look…

A moderate exercise regime can turn back time and actually reverse the skin's aging process, according to new research. The study showed that a minimum…

Television

'Orphan Black' recap: Episode 1, ‘Nature Under Constraint…

Welcome to your first Season 2 “Orphan Black” recap! Hopefully Tatiana Maslany can help Tatiana Maslany get through this, with the help of Tatiana Maslany,…

Entertainment

Whoopi Goldberg makes her debut as marijuana columnist

"It helps my head stop hurting, and with glaucoma your eyes ache, and she takes the ache out. It's wonderful," she said.

The Word

Kate Middleton made fun of Prince William's bald…

Kate Middleton and Prince William are in Sydney, Australia, right now, and it sounds like that brash Aussie sense of humor might be rubbing off.

The Word

Is Tom Cruise dating Laura Prepon?

"Mission: Impossible" star Cruise is said to be dating Laura Prepon, star of "Orange is the New Black."

NBA

Deron Williams leads Nets over Raptors in Game…

The Nets traveled to a raucous Air Canada Centre but came out with an important Game 1 victory over the Raptors.

NBA

Carmelo Anthony agonizing over Knicks future as season…

There’s still the cloud hanging over the franchise’s head as to the pending free-agent status of All-Star forward Carmelo Anthony.

NFL

Jets host players with eye toward NFL Draft

The Jets hosted a number of NFL Draft hopefuls for workouts on Thursday, with an eye toward some under-the-radar players.

NFL

Chris Johnson: I wanted to go to 'a…

Now that Chris Johnson is a Jet, the team has to figure out if one of the most explosive players in the NFL over the last half decade has anything…

Parenting

Is camp right for introverts?

We ask an expert for tips on sending your introverted child to camp

Parenting

How to parent without gender stereotypes in a…

Christia Spears Brown, Phd. author of "Parenting beyond Pink & Blue" gives advice on raising kids free of gender stereotypes.

Tech

VIDEO: 'Vein-scanning' may become the future of paying

Designed to make transactions quicker and easier, the technology works by scanning the unique vein patterns in each person's palm.

Tech

#FollowFriday: 10 of the smartest Twitter accounts

Spending lots of time on Twitter? You might as well learn something. Here are some of the smartest accounts to follow.