GANNI
Source: GANNI
Brand Overview
GANNI is a Danish fashion brand that focuses on creating women’s clothing that oozes playfulness and femininity with its bold uses of color and patterns, while also pricing its luxury pieces to be accessible. The brand was founded and formerly owned by Copenhagen gallerist, Frans Truelsen, in the year 2000 as a cashmere line. Later on in 2009, Ditte Reffstrup & her husband, Nicolaj Reffstrup, would take over the business.
The vision of the brand largely focuses on authenticity. Ditte claims that GANNI steers away from trends and incorporates styles that she pictures herself wearing. Furthermore, the fashion label prides itself on celebrating women and giving them confidence. This fact can be proven with “GANNI Girls”, which is a group of fashion content creators that have worn the brand’s pieces and embody the confident attitude that GANNI aims for. A few notable GANNI Girls would be Alexa Chung, Pernille Teisbaek, and Camille Charrière,
Ditte Reffstrup & Nicolaj Reffstrup by Celina DahlDesigner Bio
Ditte Reffstrup & Nicolaj Reffstrup are the husband & wife co-founders of GANNI since 2009. Ditte is currently the brand's creative director, while Nicolaj was the CEO until 2017 when he stepped down and Andrea Baldo acquired the role when L Catterton owned 51% of the company's stakes.
Ditte previously trained under Bruuns Bazaar, until she moved on to work as a buyer for Copenhagen fashion stores, Pede & Stoffer and Flying A. Nicolaj studied at IT University of Copenhagen & Copenhagen Business School, after which he would take on tech roles and co-find companies of his own, like Oryx Invest. The brand has been successful after their initial ownership, with them opening block-and-mortar stores worldwide and a team of 112 people. Also, although the brand focuses on bringing out the inner confidence of women worldwide, the couple has been prioritizing another aspect of GANNI: environmentalism. The Reffstrups have been making efforts to make the brand greener with their Spring-Summer 2023 collection incorporating 97% recycled materials and natural dyes and working towards B-Corp status.
Inspiration
“I would never do anything that doesn’t feel right because I don’t think you can fool people; it’s so important that you do what you like and are true to who you are, because people can sense if it’s not from the heart.”
Collection/Designer Career Highlights
Corduroy Pants
A GANNI Favorite, these relaxed pants will make you feel comfortable, yet stand out with color.
Banner Saddle Bag
The Banner Saddle Bag consists of all the fashionable elements of a saddle bag with a green twist, made with recycled leather and cotton.
A-Line Mini Dress
A collab between Levi’s & GANNI birthed a organic cotton dress that radiates sweetness.
Mid Shaft Embroidered Western Boots
Embrace your inner cowboy and try your hand with these unique western boots.
Graphic V-Neck Vest
Layer up with this sweater vest that oozes with youth and individuality.
Biodegradable Acetate Cat Eye Sunglasses
Protect your eyes from the sun rays, while keeping the Earth pollution free.
Wool Pullover
This 100% organic wool sweater will not only keep you warm, but will pop out wherever you are.
Sources: Amy de Klerk. (2018, September 13). Why authenticity has been the key to Ganni’s huge success. Harper’s BAZAAR; Harper’s BAZAAR. https://www.harpersbazaar.com/uk/fashion/fashion-news/a23103090/ganni-founders-interview-ditte-nicolaj-reffstrup/CNN, L. D. (2022, August 18). The fashion leaders “embarrassed” to be in the industry. CNN. https://www.cnn.com/style/article/ganni-copenhagen-fashion-week-interview/index.htmlNet-A-Porter. (2018, March 23). The inside story of a fashion cult... NET-A-PORTER. https://www.net-a-porter.com/en-gb/porter/article-b008229e7775429f/fashion/art-of-style/ganniNicolaj & Ditte Reffstrup are part of the BoF 500. (n.d.). The Business of Fashion. https://www.businessoffashion.com/community/people/nicolaj-ditte-reffstrup