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gus & max or "Gustav Maxwell" was founded in the summer of 2003 by Mari Jansdotter, a San Francisco mom, who was inspired to create a contemporary baby bedding collection to complement today’s modern home. Using fabrics that combine bold colors with geometric and flower prints, Gustav Maxwell, introduced its first “gus & max” collection in January 2004.

Named after Gustav, the son of a friend who helped Mari launch the company, and her own son Maxwell, gus & max fills a niche for the modern design-conscious parents, by adding a fresh look to a newborn’s bedroom without compromising the contemporary home.

Growing up in Sweden, Mari was influenced by the European contemporary home decorating styles and her passion for modern design can be seen within her own home. After the birth of her son Maxwell, Mari struggled to find baby bedding that satisfied her contemporary taste and she was inspired to create collections that focus on modern prints for baby and toddler products. In addition to the unique choice of fabric, the Gus & Max collection offers versatility. The Gus & Max bumpers, quilts, pillowcases, bed skirts and duvet covers can be reversed to create a different look, without the expense of two sets of bedding. And, the crib-to-toddler collection provides parents the opportunity to convert the crib bedding to reversible toddler bedding when the baby moves from a crib to a toddler bed.

gus & max


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