Copenhagen-born brand Ganni is known for its playful, colourful garments. It’s loved by fashion insiders and influencers for its cosy, laid-back aesthetic. But is it ethical and sustainable?
Ganni was founded in 2000 as a cashmere apparel line by gallerist Frans Truelsen, and in 2009 it was placed under the care of Nicolaj Reffstrup (CEO) and his wife, Ditte Reffstrup (Creative Director).
The brand is often noted for being in the sweet spot between fast-fashion and luxury. But does it also hit that spot when it comes to ethics and sustainability? Let’s find out.
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Is Ganni sustainable?
When you go to the Responsibility page on the brand’s website, you’ll see the words ‘NOT A SUSTAINABLE BRAND’ at the top.
You might be confused why such a big brand would make this proclamation while other brands claim to be sustainable even though they are not. We were confused at first too.
But in a conversation with the Assistant Secretary-General of the United Nations Development Programme, Ganni’s CEO Nicolaj explained the brand’s stance, saying Ganni is not a sustainable brand because ‘[they] recognise the inherent contradiction between being in an industry that thrives and is driven by newness, and the concept of sustainability.’
Instead, they’re focusing on working on different policies and projects that will help the environment. It has a goal to switch to 100% reusable, recyclable or compostable plastic packaging by 2025.
The brand also has a goal to reduce its products’ carbon emissions by 30% by 2030. Aside from that, Ganni also uses deadstock fabric and promotes clothes rental through Ganni Repeat.
You can find Ganni’s Planet Responsibility page here.
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Is Ganni ethical?
Ganni launched a Responsibility Gameplan for all aspects of its business, and among the goals included is improving the status of diversity, inclusion, and gender equality in the company.
Its goals include increasing the hiring of BIPOC (Black, Indigenous, and People of Colour) employees in all of its offices.
As far as transparency goes, Ganni publishes an annual report based on its published goals. You can read the 2020 report here.
Ganni’s Animal Welfare Policy
Ganni doesn’t have a published animal welfare policy. While it does use some eco-friendly fabrics, it also uses leather for its shoes and bags.
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Wear Next Opinion
Wear Next believes it’s important to highlight the negative and unjust practises taking place in the fashion industry. We believe ethics and sustainability are an important talking point to bring about change and we encourage you to contact fashion brands to demand this.
However we understand that sustainable fashion isn’t accessible for every body due to various factors, such as budget and the ability to find confidence-boosting clothes that fit. We will continue to offer you fashion inspiration and guidance to suit every body and budget, while also highlighting the unjust systems at play in the fashion industry.