No More Leather, Carbon Squads & “Action Over Perfection”: Ganni’s Guide To Creating A Responsible Business

When Ganni founder Nicolaj Reffstrup became keenly aware of fashion’s enormous impact on the planet, he briefly contemplated closing the brand altogether. “I considered if it made sense at all staying in this industry,” he tells Vogue via Zoom from his Copenhagen home. “I ended up concluding that us shutting down Ganni wouldn’t make a dent in anything; nobody would notice.

Indeed, materials alone are responsible for 58 per cent of Ganni’s total carbon emissions, which is why the brand has set a goal of using 90 per cent “preferred materials”, such as organic and recycled cotton, recycled polyester and recycled wool, by 2025.

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