Fashion, Slow and Rare: Gudrun & Gudrun Autumn/Winter 2010
Gudrun & Gudrun’s Autumn/Winter 2010 showing in Copenhagen reminded me that style doesn’t always originate in the world’s urban centers, an idea that we should take more to heart in the Pacific region. Gudrun & Gudrun, in fact, comes from the very antipodes of the fashion capitals. The label was founded by two women from the Faroe Islands, a remote chain of islands in the North Atlantic with a population of just 45,000 with a language closely related to Old Norse. The label’s unique look comes from the isolation of the Faroe Islands paired with an occasional burst of energy from Europe.
However, it’s not just Gudrun & Gudrun’s distance that makes G&G gear simultaneously comforting yet so cool. Key to the label’s sensibility is their credo of “slow fashion”, which was developed into a book of the same title. The core material of their collection is wool and hide from the islands’ sheep, introduced by the Vikings over 1,000 years ago. The chilling, rugged environment creates wool of exceptional quality and resiliance. Not only are the label’s materials sourced from its home. The label’s most exquisite pieces are handcrafted by women from the Faroe Islands in the comfort of their homes, not in some invisible, nameless factory.
But as these runways shots from G&G’s showing at Copenhagen Fashion Week A/W 2010 (see more of the collection here), G&G is not about folklore of yesteryear. Some of these pieces are ineffably modern and edgy but emanate a surprising warmth nevertheless. I would imagine Vikings from some futuristic, sci-fi saga suiting up in these kind of deconstructed sweaters and boots.
It’s this kind of fashion that makes me miss the chill of winter. Thankfully, G&G does offer a Spring/Summer collection for those who brave warmer climates. Nevertheless, I’d say aim for something short-sleeve like the Nicolai Hole vest. Of course, the Sweater with Diamonds is still tempting for anywhere with heavy air conditioning.
Gudrun & Gudrun – The Breakdown
Who Wears It
Apparently, G&G is popular amongst the Faroese themselves. It comes as no surprise as that G&G counts the Japanese amongst their main international fans.
Despite the Japanese fan contingent, G&G is not widely available, making a G&G Faroese sweater a visual standout. Even on the web, G&G is a rarity, except for this post we found from distant Finland. However, judging from the hipness of the G&G image, I doubt this will last for much longer. G&G has received coverage from the likes of WWD and Italian Vogue. The label will also be having showings in New York, Milan, and Paris.
For a company from somewhere so isolated, G&G has created quite an up-to-date website. Its current incarnation features video footage of dances from New York’s Stephen Petronio Dance Company wearing G&G pieces.
How to Buy
Much of the G&G collection is available from its online store in USD. As tempting as many pieces are, I’m afraid how much it would cost to ship half way around the world. Of course, G&G does have a flagship store in Torshavn, the Faroese capital, which is becoming a visitor destination of its own. (Check New York Times’ visit back in 2007 here.)Photo Credits Photos here were taken from G&G and Copenhagen Fashion Week websites in the interests of promoting a unique brand that deserves more attention.