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Ganni
Product typeClothing, Shoes & Accessories
OwnerL Catterton (51%), Ditte Reffstrup, Nikolaj Reffstrup
CountryCopenhagen
Introduced2000
Websitewww.ganni.com

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]

History

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Ganni 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]

Marketing

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In 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]

Activism

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During 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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  1. ^ Ilyashov, Alexandra. "This Scandinavian Brand Is Responsible for Pretty Much Every Major Trend Right Now". Glamour. Retrieved 2018-10-11.
  2. ^ a b "Why authenticity has been the key to Ganni's huge success". Harper's BAZAAR. 2018-09-18. Retrieved 2018-10-11.
  3. ^ "Ganni Copenhagen Spring 2022 Collection". Vogue. 2021-08-12. Retrieved 2022-04-25.
  4. ^ "GANNI Launches Its Genderless "SOFTWARE" Collection". HYPEBEAST. 2022-01-26. Retrieved 2022-04-25.
  5. ^ a b "Ganni launches capsule collection made from reworked materials". www.voguescandinavia.com. Retrieved 2022-04-25.
  6. ^ "Stores". Ganni a/s. Retrieved 2022-04-25.
  7. ^ Lockwood, Lisa (November 22, 2024). "Ganni, the Fast-growing Danish Fashion Brand, Arrives on Madison Avenue". Women's Wear Daily.
  8. ^ Schneier, Matthew. "Out to Lunch With the Women of Ganni".
  9. ^ a b "Nicolaj & Ditte Reffstrup". The Business of Fashion.
  10. ^ "On a Runway in Copenhagen, Dancing in the Rain". New York Times.
  11. ^ "L Catterton Acquires Majority Stake in Ganni". Business of Fashion. 14 December 2019.
  12. ^ "On a Runway in Copenhagen, Dancing in the Rain". New York Times. August 13, 2019.
  13. ^ Bobb, Brooke. ""Worn by Many but Owned by None": Ganni and Levi's Launch a Rental Denim Collaboration". Vogue. Conde Nast.
  14. ^ marts 2019, Af Amira Høg Daimar-15 (2019-03-15). "Nu lander Gannis hypede samarbejde". Costume.dk (in Danish). Retrieved 2022-04-25.{{cite web}}: CS1 maint: numeric names: authors list (link)
  15. ^ "Here's Your First Official Look at the GANNI x 66°North SS19 Jacket Collabs". HYPEBAE. Retrieved 2022-04-25.
  16. ^ "GANNI x Diemme". Diemme Footwear. Retrieved 2022-04-25.
  17. ^ Seward, Mahoro (2021-04-19). "Ganni x Ahluwalia is the unexpected collab we needed". i-D. Retrieved 2022-04-25.
  18. ^ "Ganni Reveals an Upcycled Collection Designed With Ahluwalia". Vogue. 2021-04-16. Retrieved 2022-04-25.
  19. ^ "GANNI is collaborating with Paloma Elsesser on a size-inclusive range". Rushh. Retrieved 26 April 2024.
  20. ^ "GANNI Talks-podcasts | Podcasts om mode og kultur | GANNI DK". Ganni a/s (in Danish). Retrieved 2022-04-25.
  21. ^ "The fashion industry come together to save Ukraine". BURO. Retrieved 2022-04-20.
  22. ^ "GANNI UKRAINE DONATION". drc.ngo. Retrieved 2022-04-20.
  23. ^ Dazed (2020-06-08). "Here are the brands who have posted in support of Black Lives Matter". Dazed. Retrieved 2022-04-25.
  24. ^ "Ganni's carbon rethink: Offsetting is out. Insetting is the future". Vogue Business. 2022-02-17. Retrieved 2022-04-25.
  25. ^ "How Ganni Plans to Eliminate Leather". The Business of Fashion. Retrieved 2022-04-25.
  26. ^ "These Ganni shoes are made from grapes". www.voguescandinavia.com. Retrieved 2022-04-25.
  27. ^ Wessel, Rosalie (2021-11-11). "Ganni partners with Infinited Fiber". FashionUnited. Retrieved 2022-04-25.
  28. ^ Velasquez, Angela (2021-11-19). "Ganni to Use Infinna Fiber in Future Collections". Sourcing Journal. Retrieved 2022-04-25.
  29. ^ "Ganni launches new plus size range with 11 Honoré". www.voguescandinavia.com. Retrieved 2022-04-25.
  30. ^ "How Ganni is delivering supply chain transparency". Glossy. 2021-12-06. Retrieved 2022-04-25.
  31. ^ "The Story Behind The 2000s-Inspired Metallic Jeans Trending On TikTok". Bustle. Retrieved 2022-04-25.
  32. ^ "Should Brands Be Responsible For Repairing Our Clothes?". British Vogue. 2021-11-28. Retrieved 2022-04-25.
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