A B Corp brand, GANNI is a Danish family-owned fashion company founded by husband and wife team Ditte Reffstrup and Nicolaj Reffstrup. Before the Reffstrups decided to dive into this adventure, Nicolaj worked in the field of technology, specifically on an attempt at a chatbot. After some time trying to make the project profitable, he decided to close the company and partner with Ditte to create GANNI. Ditte, on the other hand, did have a previous connection to the fashion world: she was a buyer for a luxury concept store called Flying A. From its headquarters in Copenhagen, GANNI combines the functional spirit of Danish brands with printed dresses, ruffled tops, and cowboy boots. The Scandinavian 2.0. style is the foundation on which the brand's identity is built. "I just wanted to create something that reflected the way my friends and I dress. In 2009 there were two predominant views of Scandinavian style: boho-chic and Scandinavian minimalism. I just didn't feel that it identified with my own style or that of my friends. So we decided to create GANNI, full of contrasts and personality," says Ditte.
In its more than ten years of history, GANNI has established itself as a brand that is committed to a responsible existence based on sustainability, gender equality and responsible consumption. As they state on their website, "they seek to be the most sustainable version of themselves". 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 cotton and polyester fabrics certified by the Global Recycle Standard (GRS). With a presence in more than 20 countries, the firm is one of the pioneering brands of sustainability. The brand’s cotton is certified organic by the Global Organic Textile Standard (GOTS), 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 Launches Capsule Collection Made Solely from Reused Materials Last year, Ganni collaborated with the luxury e-commerce Vestiarie Collective, the acclaimed Danish brand adds a new initiative “Ganni x Vestiaire Collective Old + New = Now-” which promotes circular fashion with the reuse of materials. It consists of a new capsule collection made from reworked and reused materials. "The pieces are made exclusively from unused rolls of fabric and unsold clothes, which facilitates the responsible transition to the new season," reported the Scandinavian house. The new line, which has just seen the light through its website, has 22 designs that perfectly combine the house's own patterns and prints with the vintage touch required, and demanded, by the consumer. "For this capsule, I've been going through the archives, bringing back signature silhouettes reinvented in contrasting prints and different fabrics," notes Ditte, “the collection feels familiar, in a good way, like running into an old friend. It's Ganni to the core," she stresses.