GANNI–pronounced GHA-NEE–is the daring Danish brand that has built a cult following with its quirky and exuberant aesthetic.
Ultimately, this eccentric brand based in Copenhagen stands for an inherently confident way of dressing, built on attitude and comfort. 'It's all about the small surprising element that makes it fun,' says Pernille Teisbaek (LINK to IG), the super influencer and poster girl for Danish style.
Power couple of Denmark
Ditte and Nicolaj Reffstrup met on the dance floor at a party, fell in love, and married seven months later. They're the Danish duo behind GANNI as we know it: the brand defined by its mix of parties and friends and a laid-back approach to fashion.
GANNI has developed exponentially over recent years with its Scandi 2.0 sense of style full of personality and contrast - all about making its community who wear their clothes feel even more confident and capable of anything.
Not a sustainable brand
GANNI made waves with their controversial statement, saying “We are not a sustainable brand”– which also goes against Palanta values. It is true that GANNI doesn't identify as a sustainable brand because at its core fashion thrives off newness and consumption–which is a major contradiction to the concept of sustainability. Instead, they’re focused on becoming the most responsible version of themselves and being fully transparent about it, which we really value.
Taking responsibility & Making a difference
“For us, acting responsibly is a moral obligation.” - GANNI Responsibility Plan 2022
With Responsibility Reports each year and updated Responsibility plans, GANNI is showing how a high-street fashion brand can bring sustainability to its core values without compromising on style. Since 2019, they have been working on 44 tangible goals to be reached by 2023 which take a holistic approach to responsibility. By the end of 2021, they achieved a total of 30 of the 44 goals, making them reassess and aim even higher than before.
“In order for us to make a profound impact and continue to be the most responsible version of ourselves, we need to dive much deeper into the work and really do the hard stuff! Moving forward, we will be hyper-focused on climate action, circularity and supply chain accountability.”
Read more about GANNI’s Gameplan and goals here. We have cherry-picked our favourite findings:
- GANNI has more women in leadership positions than ever before. 74% of their management team identify as female.
- In June 2021, GANNI hired its first Social Responsibility Manager, who is responsible for our work on supply chain accountability.
- In 2021, GANNI utilised 5,800 pieces of their deadstock waste for upcycling projects.
- Goal 24 calls for implementing the circularity principles into design briefs, with a minimum of 20% of styles designed with circularity principles by 2022.
On top of that, GANNI also joined the Transparency Index pioneered by the Fair Wear foundation this year, committing themselves to be honest about their current state of affairs and taking the unnecessary steps to improve how they produce their collections.
Setting the example
GANNI has always been ahead of the curve when it comes to eccentric & playful clothing, now they are paving the way for many (unsustainable) brands to update the business as usual for the 21st century. From ambitious goals to smaller iterations, all make a difference on such a scale that GANNI operates.
As one of the testaments to this statement serves the partnership with RePack, a reusable packaging and returnable packaging alternative made from recycled materials that save up to 80% of CO2 emissions compared to single-use options.
Progress over perfection
While we acknowledge that GANNI still has a long way to be called sustainable, from their ethical practices to greener materials, we believe that they are joining the Fair Wear foundation this year and setting 44 tangible, sustainable goals are steps in the right direction.
Having high-quality pieces of this brand on Palanta's platform also helps them become circular, one step towards minimising their environmental impact.