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Floryd a Swedish story

FLORYD designs and sells design products and interior décor with a clear, graphic and colourful aesthetic, inspired by Swedish traditions, Swedish nature, and the 1950s and 60s. Floryd was founded in 2012 and is run by My Floryd Welin, a graphic designer and pattern designer.



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We like colourful fashion, retro and dresses!

The shop Cissi and Selma in Söder, Stockholm, has been around since 2007, and in 2013 we launched our first in-house collection featuring colorful and well-fitting dresses, produced in Europe. In addition to our own brand, we sell carefully selected clothing, jewelry, and shoes from both emerging designers and more established brands.