Gul & Blå, the Swedish heritage denim retailer that was the toast of Swedish jeans culture in the mid 1960’s, has been bought by the fashion company, Hearts of Brands (

Aiming to grow the retailer on home turf as well as internationally, Gul & Blå will be relaunched alongside its in-house designed denim line, Puss & Kram- the jeans label that was the first hand choice for any self respecting denim aficionado in its heyday.

”Through the deal with Gul & Blå and Puss & Kram, we will seriously embark on the challenge to position ourselves as the market-leader on the Swedish denim market,” says Magnus Senke. Head of Development at Heart of Brands.