The Gul&Blå Story
Once the gates had been opened for young fashion in Sweden, things began to change rapidly. Import of foreign clothes turned into domestic manufacture and export. A Swedish-Italian romance with a happy ending gave birth to the revolutionary “V”-jeans and the evolutionary TT-jeans. Fashion-starved Swedes started queuing outside the Gul&Blå
store in Stockholm before opening hours. Scandal was in the air. Soon, desperate moms were forming lines round entire blocks of buildings, to buy jeans for ungrateful kids who obstinately refused to go to school for as long as they didn’t own a pair of decent jeans. Human impulsiveness and folly being what they are, there is no telling
how things might have ended. Now, 50 years later, looking ahead towards an uncertain future, we may well afford a moment to look back at those glorious and riotous days of yore. Who knows, it just might inspire us.
The Gul&Blå story is unique in Swedish fashion. Today it may be difficult to grasp just how significant Gul&Blå really was to the budding Swedish pop culture in the 60’s and to what extent the label carried on to dominate young fashion in the 70’s and the 80’s.