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GANNI IN FOCUS
At GANNI honesty is quite literally their policy, with a refreshingly straightforward attitude to talking about sustainability. Find out more about some of the steps GANNI are taking to embed eco-friendly and ethical practises in the way they design and think…
KEEPING IT REAL
GANNI’s scandi-cool style has made ripples through the fashion world, bringing quirky colour combinations, playful cuts and exaggerated collars to the forefront of all our wardrobes. But a key trend of this label that is less noticeable on your Instagram feed is their refreshingly honest attitude to sustainability.
THE MOST RESPONSIBLE VERSION OF GANNI
Surprisingly GANNI does not identify as a sustainable brand, stating “we recognise the inherent contradiction between the current fashion industry that thrives off newness and consumption, and the concept of sustainability. So instead, we're focused on becoming the most responsible version of ourselves.” A grown-up sensibility in light of the fact that a fully sustainable fashion brand is arguably yet to exist.
It is fair to say that eco-consciousness can be found at every level of GANNI, from small ideas such as growing mushrooms from their coffee waste at their Copenhagen HQ to big commitments that go against the grain of the fashion industry such as vowing to eliminate all plastic packaging by 2021. In the last year, they have introduced 44 initiatives including a take-back scheme, rental platform and inclusion of more certified organic and recycled fabrics into their collections.
FABRICS OF THE FUTURE
Interwoven into their values are the ideas of cyclability from design strategies to increasing the volume of garments collected, resold and recycled. Last year, the brand signed the UN Fashion Charter for Climate Action and committed to a 30% reduction of carbon dioxide per kilogram of clothing by 2023. To reach this they are introducing better fabrics like organic cotton, recycled polyester, recycled polyamide, RWS certified wool and lenzing’s EcoVero. One such example is econyl, made of pre and post consumer waste from nylon scraps, fishnets and carpets. It can be infinitely recycled due to its durability and has up to 80% reduction of the global warming impact compared to using virgin nylon.
One of the greatest challenges facing a sustainable fashion brand since the outbreak of Covid-19 is the huge excess stock issues they are facing. As such for 2021 they are vowing not to subscribe to the fashion calendar and implement their drops structure based on customer demand, dubbing this new outlook GANNI 3.0. This new-world GANNI will also be cutting their collections in half and working on viable and scalable solutions to ensure excess stock is repurposed.
WORN BY MANY, OWNED BY NONE
This August at Copenhagen Fashion Week, GANNI has teamed up with the iconic denim brand Levi’s for a capsule collection with a difference. Made entirely from vintage 501’s this collection can only be rented making it completely circular.
Being a GANNI girl has never felt so good with trailblazing designs that tread lightly on the planet.
BE A GREEN GANNI GIRL
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Are you a GANNI-girl? Take your Scandi-style to the streets or better still the mountain trails and sandy paths in Work it Out in the Wilderness.