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Ganni: what’s the secret of the covetable Danish label’s success?

Several well-known, independent fashion firms have gone down in the past year, yet Ganni continues to go from strength to strength. Here, its founders reveal why it’s booming

Almost 10 months have passed since the party, and I am back in Copenhagen, sitting in the Reffstrups’ eclectic, airy home – the living room is all bright colours and natural textures – to talk about the book and the formula that keeps Ganni, and the look it epitomises, thriving against the odds. But Ganni has become a champion of, and investor into, next-generation materials and one of their biggest achievements was phasing out virgin leather at the end of 2023, which accounted for a third of the brand’s carbon footprint. But what hurts more is “the sacrifices, the frustrations, like the letting go of bestsellers and saying no to collaborations.”Of course for all of the worthy talk, like all fashion brands, the business is far from faultless – synthetic materials, which are blended through most of Ganni’s garments, shed microfibres into the ocean, will never biodegrade and currently, are not able to be recycled.

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