Husband-and-wife duo Nicolaj and Ditte Reffstrup know that sustainable fashion is an oxymoron, which is why Danish label Ganni doesn’t purport to be that which it’s not. Although operating within the context of the fashion industry, Ganni nonetheless strives to make a difference–to leave a positive mark. Fostering change through its commitment to responsibility, Ganni is driven by the challenge of constructing garments from innovative materials and upcycled fabrics, while simultaneously attempting to create quality designs that will last a lifetime. This very commitment to social responsibility, coupled with the label’s self-awareness, authenticity, and transparency has set Ganni apart and skyrocketed the former cult label to international acclaim.
Instagram it-girls have also contributed to the brand’s success through the promotion of the laid-back ‘Ganni Girl’ aesthetic: effortless, confident, and chic. Lacquered fabrics, garment-dyed denim, and a mix of animal and floral prints feature prominently across ruched skirts, mid-length dresses, oversized blazers, boxy jackets, swimwear, and accessories. Embracing a subtle 90s minimalist flare, Ganni continues to maintain its romantic yet playfully girlish appeal. With a commitment to responsibility, Ganni reveals that it is possible to be both fashion-forward and environmentally conscious–setting a strong precedent for the modern fashion industry.
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