Ganni’s Guide To Creating A Responsible Business

Ganni, a cult Scandi favorite, has emerged as a leader in fashion sustainability. The brand's transformation is documented in a new book, "The Ganni Playbook." Faced with fashion's environmental impact, founder Nicolaj Reffstrup considered shutting down the brand entirely. However, he decided Ganni could make a bigger difference by becoming more responsible.

The book delves into Ganni's journey, driven by Reffstrup's personal values. Sustainability is embedded throughout the company, from its canteen's oyster mushrooms to its "carbon squad" promoting carbon reduction. The design team, led by Reffstrup's wife Ditte, prioritizes sustainable materials. They aim for 90% "preferred materials" by 2025 and explore innovative materials like cactus leather. This commitment comes with challenges. Ganni discontinued popular leather boots due to the lack of a sustainable alternative, sacrificing sales for sustainability.

Despite prioritizing sustainability, Ganni still needs to grow. The challenge is ensuring growth doesn't negate their ambitious emissions reduction goal. While they've seen positive progress with emissions dropping despite growth, there's a long road ahead. Reffstrup hopes Ganni's approach inspires others, urging them to "go out there and do something."

Source: Vogue

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