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Eco-friendly knitwear brand opens Shoreditch pop-up

Faroe Island-based eco-friendly knitwear brand Gudrun & Gudrun has opened a 215 sq ft pop-up store on London’s Redchurch Street in Shoreditch.

The pop-up, which will run for three months at number 30a, follows flagship stores in the Faroe Islands and Norway. Gudrun & Gudrun’s knitwear is produced using untreated and undyed wool.

Part of the collection is handmade by Faroese, Jordanian and Peruvian women as part of the Gudrun & Gudrun Women Empowerment Project in Jordan, which aims to help women to earn a living in safe environment.

The store offers menswear, womenswear, kidswear and accessories from the autumn 15 collection incuding traditional hand-knitted jumpers and cardigans, machine-knitted base layers in alpaca and Faroese wool. Prices range from £225 to £437 for knitwear.

Co-founder and creative director Gudrun Rógvadóttir said: “London has been on our wish list for a store opening for a very long time. We wanted to raise 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. We fell in love with Redchurch Street and wanted to pretend that we are locals. So we rented a room three minutes from the shop and for the coming months we will be chameleons acting as if we have always lived there.”

@Tara_Hounslea

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