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 (heartsofbrands.se).

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.