Timeless Children’s Wear | dóttir by GuSt

Guðrún Kristín Sveinbjörnsdóttir is an Icelandic fashion designer and dressmaker who runs the company GuSt in Reykjavík. Her most recent ambition is her girls clothing collection “dottir”. She uses Icelandic wool and organic cotton and a romantic and playful style with soft colors and delicate details make all the difference.

“Already as a teenager I knew what I wanted to do with my life. At the time I lived in Ísafjörður, a town in the Icelandic West Fjords, and the dream about studying abroad and becoming a designer was remote and scary. But I did it. I spent six years studying fashion design in Staatliche Fachschule fϋr Entwurfsdirectricen (Modeschule Stuttgart) in Germany.”

Guðrún Kristín Sveinbjörnsdóttir then moved back to Iceland in 1997 where she worked for one year with the Icelandic outerwear company 66°north and then founded her own company, GuSt.

“I’ve been busy with that ever since. I have participated in fashion shows, sold my designs abroad and I ran a shop in downtown Reykjavik for 15 years. I have always made timeless fashion, clothing that can be used for years, only using quality fabrics. But until now it has only been for women.”

Also check out: As We Grow – Icelandic Childrenswear


When Guðrún Kristín was studying fashion design, she won a competition for kids wear. “I loved designing those small, colorful and detailed clothes and was encouraged by my teachers to follow that passion. But coming back home to Iceland in 1997 it seemed impossible to do so, so I decided to design for women and it has been great and still is.”

She then decided to let this old dream come true and began designing for girls.

“The name of the girls clothing collection is dóttir, which means daughter in Icelandic, and I think the name fits perfectly. My concept is still the same, timeless design and quality fabrics. I use Icelandic wool and organic cotton a lot. Romantic and playful style with soft colors and tiny details make all the difference.”

Guðrún Kristín thinks that if you put your heart into something it grows, “I really love designing those small clothes, so hopefully the brand will grow. My plans are not very ambitious, I just want to keep on making beautiful things and get enough sleep; never ever again work until I almost drop dead. If dóttir grows to be “so big” that I start losing sleep, I will find a partner to take care of the business side.”

Pink, yellow, white… dóttir is a new chapter in the history of GuSt.


Also read: Tulipop – The colorful world of Bubble and Gloomy





Photos courtesy of GuSt

For more information and to shop GuSt visit www.gust.is

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