The Story

Gulli Désir is named after my great-grandmother, Gulli.

Growing up, there was one photograph of her that I always loved. She's wearing a blazer and matching shorts, standing with a quiet confidence that feels just as timeless today. Everything about her looked considered. Nothing was thrown together. Every piece belonged with the others.

She understood something I've carried with me ever since: clothes aren't just individual pieces. It's the way they work together that creates something beautiful.

My grandmother, Ninnie, taught me something different.

Whenever we went shopping together, she would turn every garment inside out before looking at anything else. She taught me to read labels, feel fabrics, and pay attention to how something was made. If a fabric didn't feel right, it stayed in the store, no matter how pretty it looked.

Long before I understood quality, she taught me how to recognise it.

She also taught me how to sew. The first thing we ever made together was a matching set, a top and a skirt. Looking back, it's funny that I ended up building a brand around that very idea: pieces designed to belong together, pieces that feel complete.

Gulli Désir is inspired by the women who came before me, and by the quiet beauty I grew up around in the Swedish countryside.

Every collection is designed by me in Sweden and brought to life in Portugal by skilled makers who believe, as I do, that some things are worth taking a little longer to create. I work with natural fabrics, thoughtful silhouettes, and timeless pieces meant to be worn again and again, not just for one season, but for years.

I want to make the kind of clothes that become part of your life. A blouse you reach for without thinking. A skirt that follows you through dinners, celebrations, summers, and ordinary days. Pieces that feel even better with time.

This is Gulli Désir, a continuation of everything those women taught me: that beautiful things should be made well, worn often, and cherished for years to come.