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Ganni
Ganni is a Danish contemporary ready-to-wear fashion brand.[1] Founded in 2000 by gallerist Frans Truelsen, it started gaining cult popularity as a designer label in the late 2010s under the tutelage of husband-and-wife duo Nicolaj Reffstrup and Ditte Reffstrup.[2] The company's main fashion house focuses on ready-to-wear T-shirt, pants, silhouettes, elasticized straps, waistbands, and ruching.[3][4][5] Ganni has multiple outlets spread in and around Copenhagen,[6] and 25 stores in the US.[7] HistoryGanni was founded by Frans Truelsen as a line of cashmere apparel in 2000.[8] In 2009, the Reffstrups took over the company with Ditte Reffstrup serving as creative director and Nicolaj Reffstrup as CEO. Ditte Reffstrup started her career as a clothes buyer for Danish and Parisian brands.[9] Nicolaj Reffstrup, who graduated from Copenhagen Business School and earned his master's degree at IT University of Copenhagen,[9] is a former technology entrepreneur.[10] Private equity firm L Catterton acquired a 51% stake in the company in 2017.[11] In 2024, former deputy CEO of Balenciaga, Laura du Rusquec was appointed CEO.[1] Ganni was described by Harper's Bazaar as a luxury brand with lower-end prices, sitting between fast-fashion retailers like Zara and haute couture brands such as Dior, known as a "sweet spot".[2] Ganni is one of the top 20 best-selling brands on Net-a-Porter. By 2017, the brand's annual revenue was £35 million, and as of 2019 it was £75 million.[12] MarketingIn 2019, the brand launched a Denmark-wide initiative called Ganni Repeat in which garments could be rented in Copenhagen for up to three weeks at a time. At Copenhagen Fashion Week in 2020, Ganni announced an expansion of Ganni Repeat to Europe and the United States in partnership with Levi's. Entitled "Love Letter," the rental-only joint collection consists of upcycled denim pieces.[13] Ganni has collaborated widely with representatives from the creative industries to produce limited edition collections. Some examples include a range of jackets, a coat and a vest, with Icelandic 66 ° North, an outdoor clothing brand.[14][15] Footwear collection with Diemme, a shoe making brand.[16] An upcycled collection designed with Ahluwalia, a menswear design.[17][18] In April 2024, Ganni collaborates with Paloma Elsesser on a size-inclusive line. The Paloma Elsesser x GANNI capsule collection was announced to be available, starting from 17 April 2024, in EU sizes 32-52.[19] Ganni has a podcast where host Marjon Carlos speaks to different creative artists about their interests, life and activities.[20] ActivismDuring the full-scale Russian invasion of Ukraine, which is part of Russian-Ukrainian war Ganni expressed support for Ukraine.[21][22] During the Black Lives Matter movement, Ganni pledged 100,000 euros to be split between NAACP, and legal aid non-profit initiative ACLU.[23] In 2022, Ganni committed to working directly with suppliers to invest in ways to mitigate carbon emissions.[24] By 2023 Ganni is committing to eliminate its use of virgin leather for its handbags, shoes and other leather pieces, shifting towards plant-based alternative for their collection it uses grape skin derived from winemaking as an alternative to leather.[25][26] In 2022, Ganni entered into a partnership with Infinited Fiber Company, to transforms textile waste into high quality fiber.[27][28] As a part of its sustainability drive, Ganni is re-introducing its past season prints and fabrics with modifications.[5] In 2021, Ganni launched its plus size clothing lineup from european size 32 to 52 to enhance inclusivity.[29] In Dec 2021, Ganni partnered with transparency tech provider to show its garments’ origins, in the context of Supply chain transparency.[30][31] In 2021, Ganni partnered with on-demand repair service Sojo in order to provide aftercare to its customers in terms of repairing purchased clothes, to enhance reusability.[32] References
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