GANNI: How A Danish Brand Revolutionised Fashion

Doin’ it big since 2000, GANNI is one brand that absolutely needs no introduction, but we’ll do one anyway because you can never have too much of a good thing. Founded right here in Copenhagen, GANNI started life out as a brand centred on cashmere production before Ditte Reffstrup and her partner Nicolaj bought the company in 2009, and folks, it’s safe to say this was a good move. Ever since stepping into her role as Creative Director for GANNI in 2009, Ditte Reffstrup has taken the luxury label from strength to strength, shaping and solidifying its unique aesthetic.

Around the world people often dub GANNI’s aesthetic as Scandi fashion, but ultimately it’s a lot more than that. At its core, the label absolutely does reinvent classic garments through unique fabrics, shapes and colors, but what truly sets GANNI apart is the energy, and life that goes into the creation of their garments. When asked to describe GANNI’s aesthetic herself, Reffstrup added that “GANNI, is playful, confident, sexy and full of contrasts” while emphasising her love for mixing stylistic genres together in her outfits.

Unique to GANNI’s outlook is the notion that the ever-popular #GANNIGirls are not defined by the clothes they wear, but “by their personality and attitude… What makes her interesting and incredibly sexy is what she adds to the mix, and what makes her smile when she looks in the mirror.” For GANNI they are not the facilitator of style, but instead a vehicle for self-expression, and this unabashedly humble outlook has seen the brand balloon in following the world over, creating a whole new generation of GANNI girls that are brought together by a shared love for unique self-expression.

This novel creative outlook has seen GANNI collaborate with huge brands like New Balance, Diemme, 66 Degrees North, and Ace & Tate to name but a few, but arguably their greatest triumphs have come with their approach to sustainability. In the last few years, GANNI became a B-Corp certified, meaning they meet “the high verified standards of social and environmental performance, transparency and accountability”. Importantly GANNI adds that they are not a sustainable company, and in reality, no fashion brand can be, but they are working to become the responsible version of themselves, and that’s something about a million brands could learn from.

We are incredibly excited to have a hometown brand like GANNI at NAKED Copenhagen and you can explore our first delivery online and in-store now.