From its headquarters in Copenhagen, GANNI combines the functional spirit of Danish brands and is renowned for its printed dresses, ruffled tops, and cowboy boots. Since its establishment in 2009, Ganni has established itself as a brand committed to a responsible existence based on sustainability, gender equality, and responsible consumption.
As they state on its website, it seeks to be the most sustainable version of itself. To this end, they set some annual objectives among which already include a clothing rental system and the progressive increase in the use of organic and recycled fabrics.
With a presence in more than 20 countries, Ganni is strengthening its path toward sustainability. After the project with the luxury e-commerce Vestiaire Collective named “Ganni x Vestiaire Collective Old + New = Now-”, the acclaimed Danish brand added a new initiative, also with circular fashion and the reuse of materials as a main focus point for 2021.
It focused specifically on a new capsule collection made from reworked and reused materials, and the pieces were made exclusively from unused rolls of fabric and unsold clothes. For this capsule collection, they set some annual objectives among which already include a clothing rental system and the progressive increase in the use of organic and recycled cotton and polyester fabrics certified by the Global Recycle Standard (GRS).
Ganni’s cotton is certified organic by the Global Organic Textile Standard, and its Lenzing™ TENCEL™ fibers are derived from responsible wood and pulp, from certified and controlled wood sources with a closed-loop production process, from the Forest Stewardship Council (FSC) for responsible forestry management.
Ganni’s Latest Commitment to Sustainable Luxury Fashion
It's been 14 years since Ganni started, and in that time it has grown into one of Scandinavia's most influential and successful brands. Ditte Reffstrup, Ganni's creative director, decided to draw inspiration from past projects.
100% of the collection was classified as responsible by Ganni, which means that at least 50% of each look is made from recycled, low-impact or organic materials. Without a doubt, Ganni is a brand committed to sustainability, and it proves it every year by raising this percentage. This collection has shown that not only Reffstrup, but also Ganni, is constantly growing and, most importantly, in new directions.
In its autumn/winter 2023 collection, Ganni is launching a vegan leather handbag made from orange and cacti waste leftover from the food and beauty industries as part of its sustainability strategy to reduce emissions.
The brand has announced plans to reduce its use of virgin leather, since its one of fashion’s most polluting materials. As part of Ganni's commitment to eliminate virgin leather from its collection by the end of the year, the brand launched its new Bou bag using Ohoskin, an innovative new leather alternative made from orange and cactus waste from the food and beauty industries.