Gwen is the only store in Sweden of its kind and has successfully been open for 20 years. The shop sells fashionable womenswear for an older audience. While Stockholm offers an abundance of shops and boutiques for young hipsters, it often fails to acknowledge other age groups. Gwen acknowledges this and also provides plus sizes for their clothing as well.
Most of the clothing in the shop comes from Germany, but there are also some clothing from French and Swedish designers. The main concept of the store is to give women over 35 a variety of fashionable, size-appropriate clothing that they will feel comfortable in. The outerwear in the shop is a bit more expensive, but most items in the shop are affordable choices.
Editor’s Pick: Black and white jacket, 1399 kr
(Photos: Lydia Parafianowicz)