Gustav

Established in the late 2000s, Gustav is a Danish fashion brand with an international outlook and a distinctly feminine approach to everyday dressing. The brand was created by a small team with many years of experience in the fashion industry, focused on creating sophisticated clothing where design, craftsmanship and fit are given equal importance. The name ‘Gustav’ comes from designer Tina Gustavsson, giving the label a personal connection that sits behind its Scandinavian identity.

What we particularly love about Gustav at Jane Young is the way it interprets Scandinavian style. Rather than relying solely on the pared-back minimalism often associated with Danish fashion, Gustav finds beauty in contrast. Quiet, wearable silhouettes are brought to life through embroidery, texture, colour, print and thoughtful finishing details.

The result is clothing that feels polished without being overly formal and feminine without becoming fussy. Softly draped shapes, considered proportions and beautiful decorative details make each piece feel distinctive, while still being remarkably easy to wear.

Gustav describes its collections as being created for women who feel at home in the world, and we think that captures the appeal beautifully. These are versatile designer pieces for women who want quality and personality in their wardrobe, whether they're dressing for a busy day, a lunch with friends or something a little more special.

Today, Gustav is sold internationally through independent boutiques across Europe and Ireland, and we're delighted to have recently brought a carefully selected edit to Jane Young.

Gustav is slightly unusual in that the brand uses two different sizing systems across its collection. Some styles are labelled with numeric sizes, while others use XS-L. As a Jane Young customer, you shouldn't need to guess how those systems correspond, so we've provided the information below to make choosing your size as straightforward as possible.

At Jane Young, the Gustav styles we currently stock cover UK 8–16 where numeric sizing is used, alongside XS–L on letter-sized styles. It is important not to always assume that a Gustav ‘M’ automatically corresponds to your usual UK 12, for example.

The good news is that Gustav's silhouettes are generally relaxed and softly draped rather than closely fitted, so measurements are a useful starting point rather than an absolute rule. Your preferred fit may also influence which size feels best.

Please call our Jane Young team on 01636 703511 before ordering to get measurements for any specific items; we're happy to provide sizing guidance, talk through the fit of a particular style or welcome you into our Newark boutique to try Gustav for yourself.

Gustav offers a wide collection of styles, but at Jane Young we deliberately select a focused range each season, choosing the pieces we feel will work particularly well for our customers and complement the wider wardrobe we curate.

That personal selection is part of what makes shopping with Jane Young different. Our stylists know the collections we stock and can help you understand how Gustav's sizing compares with other designer brands, particularly useful when choosing between its two different size systems.

You're always welcome to try Gustav at our Newark boutique before making a purchase, and we offer personal styling appointments if you'd like a little more time and guidance. If you're shopping online and aren't sure about the fit, call us on 01636 703511 and we'll be happy to talk through the garment and provide measurements wherever possible.

We can also help you build a complete outfit from across our collection of more than fifty designer brands. Pair Gustav with denim, tailored trousers, a belt and bag, or layer it beneath one of your favourite jackets for a completely different look.

If a garment needs a small adjustment, our in-house alterations service can help with all the finishing touches.

With local returns and free click and collect available too, we aim to make discovering Gustav as easy online as it is in store.