GANNI

The Youthful Spirit of Ganni

Ganni is a contemporary women's fashion brand, known for bold and expressive styles that exude optimism. In recent years, the brand has gained cult status among fashion enthusiasts with its cheerful, colorful designs. Inspired by the vibrant culture of Copenhagen and their own creative vision, they have managed to create a label that blurs the boundaries between high fashion and streetwear.

Origins: From Copenhagen to the World

Ganni was founded in 2000 as a cashmere label by gallerist Frans Truelsen. It wasn't until the late 2010s, when Ditte and Nicolaj Reffstrup took over the company as creative director and CEO respectively and revamped the range, that Ganni gained popularity. Over the years, Ganni evolved from an insider tip to a global phenomenon. Originally conceived as a response to the perception that all Scandinavians dress either androgynous or bohemian, Ditte Reffstrup wanted to design clothing that she and her friends would wear. Always in focus: a contrast between feminine styles and sneakers or jeans, while retaining the relaxed and cool atmosphere of Copenhagen.

Ganni's Dynamic Evolution

Over the past decade, the label has slowly established itself as a cult brand that strikes the perfect balance between high-end and high-street fashion. Esteemed by influencers like Pernille Teisbaek and Alexa Chung, the brand remains true to a very specific fashion crowd seeking effortless yet expressive styles. The brand's leaders attribute much of its success to controlled growth and sticking to designs that express Ganni's perspective on fashion, rather than following mainstream trends.

Unique Collections

The label is characterized by colorful, playful, and refined pieces, such as striped sweaters, T-shirts with quirky prints, and cowboy boots, found in every collection. In addition to clothing, the label also creates accessories like jewelry, headwear, scarves, bags, and shoe collections. In 2018, Ganni - for the first time in its history - launched a denim collection alongside its usual ready-to-wear styles. Following partnerships with Scholl, Levi's, and Ahluwalia, a collaboration with Juicy Couture in early 2022 followed suit, addressing the current shift in Y2K fashion and further propelling the brand into the forefront of contemporary zeitgeist.

Ganni Girls

Ganni stands for community, meaning that those who wear Ganni express their identity - their preferences and interests - through wearing the brand. Fashion-conscious Ganni Girls exude youthful spirit and love to have fun. It's not just the clothing itself that has made Ganni so popular, but also its rise to a well-known brand with over 400 retailers worldwide and a recent investment from venture capital firm L Catterton. Prominent fans like Pernille Teisbaek, Helena Christensen, Alexa Chung, Alicia Vikander, and Camille Charrière have contributed to building a loyal fan base and directly captivating women. The term "Ganni Girls" is on everyone's lips. It's meant to convey a sense of community and promote an aesthetic that plays with style breaks. Authentic representations of this aesthetic on Instagram photos are personally reposted by the brand. With a remarkable presence in contemporary media, Ganni is a leading example of market relevance that transcends mere clothing sales.

Sustainability Meets Style

Ganni is actively committed to sustainability and ethical practices in the fashion industry. From using environmentally friendly materials to supporting fair working conditions in the supply chain, the company strives to have a positive impact on the world while offering stylish and high-quality clothing. Ganni publishes annual sustainability reports to transparently inform about their progress. Ganni aims to become the most responsible version of itself and pursues special projects with great dedication and optimism, reflected in Ganni designs and campaigns.