GANNI

While some Scandinavian brands continue to preach minimalism, GANNI is creating a new reality – one that is bold, independent, and ironic. Founded in Copenhagen, it has grown into a global cultural phenomenon, combining a strong visual identity, inclusivity, and an honest approach to fashion.

Scandi 2.0

GANNI’s story began in 2000 when Copenhagen gallerist Frans Truelsen launched the brand as a small project focused on creating the perfect cashmere sweaters. But the identity we know today only began to take shape in 2009, when husband-and-wife duo Nicolaj and Ditte Reffstrup took over the brand. Her – a former buyer with an intuitive understanding of what women want, and he – an entrepreneur with experience in tech startups, rebooted GANNI with the aim of offering an alternative to traditional Scandinavian minimalism.

"Every time I traveled, I was surprised that Scandinavian style was always associated with androgyny or bohemian aesthetics. That didn't reflect me or my friends at all," Ditte recalls. That’s when she decided to create a new Scandi 2.0 aesthetic – one that was bolder, more playful, and full of personality.

photo: instagram/ganni

Along with its visual transformation, GANNI took a firm stance on pricing: designer quality should remain accessible. No item in the collection exceeds $1,000, and most cost significantly less. This strategy not only makes the brand appealing to a wide audience but also reflects the Scandinavian mindset.

"You won’t convince the average Dane to pay $600 or $800 for a simple dress," says Nicolaj Reffstrup.

From the beginning, Ditte insisted: they wouldn't chase trends or produce anything she wouldn’t personally wear. This genuine, intuitive approach turned out to be unexpectedly universal, helping transform GANNI from a local label into a global movement. Its success isn’t just about strong aesthetics – it’s about deeply understanding the women it dresses.

photo: instagram/ganni

GANNI Girls

Who is the GANNI girl? She’s easy to spot – she effortlessly mixes romantic floral dresses with chunky rubber boots, pairs a vintage blazer with a cheeky graphic tee, or wears cowboy boots with silk shorts. She’s not afraid to be quirky, bold, and unapologetically herself. "She may not be the most conventionally beautiful person in the room, but you can’t help but notice her confidence," says Ditte Reffstrup.

This energy gave birth to the GANNI Girls community, which feels organic, diverse, and genuinely inclusive. The hashtag #GanniGirls has been used over 115,000 times, and among the brand’s fans are Bella Hadid, Olivia Rodrigo, Michelle Obama, and thousands of women worldwide. GANNI has managed to create a rare fashion space where style is playful. It’s not about size or status – it’s about attitude: be yourself, have fun, and don’t take fashion too seriously.

photo: instagram/ganni

Unlike many brands, GANNI truly embraces inclusivity, not just as a marketing tool but as a philosophy. Its campaigns feature real people of all body types, and its size range includes plus sizes. On the runway, the brand showcases models of different ages, ethnicities, and shapes. It doesn’t just talk about diversity – the company embodies it in action, creating fashion that truly makes space for everyone.

Sustainability Without Illusions

Instead of calling itself a sustainable brand, GANNI prefers to talk about responsibility. The company doesn’t pretend to be perfect, in fact, with rare honesty for the fashion industry, it openly acknowledges that fashion, by nature, contradicts sustainability because it thrives on constant consumption. That’s why GANNI’s philosophy is about becoming "the most responsible version of itself."

The company publishes an annual Responsibility Report, ensuring transparency at every stage. It has earned the prestigious B Corp certification, a mark of high social and environmental standards. It has committed to cutting CO₂ emissions by 50% by 2027 and is tackling this challenge with Scandinavian determination.

photo: instagram/ganni

Ditte and Nicolaj Reffstrup don’t hide the reality: running a responsible business is expensive, complex, and often thankless. It requires investing in certifications, premium materials, and sustainable practices. It means making tough choices – turning down highly profitable collaborations and best-selling products if they don’t align with their values. For example, at the end of 2023, GANNI completely stopped using virgin leather – a material responsible for one-third of its carbon footprint. They even discontinued their cult-favorite cherry red cowboy boots because the exact shade couldn’t be produced sustainably. Staying true to its values hasn’t slowed GANNI down – it has set a new standard for the industry.

Scandimania

The future looks more promising than ever. What started as a Copenhagen-based vision for playful, accessible fashion has grown into a global fashion powerhouse. While GANNI has expanded far beyond Scandinavia, 2024 marked a symbolic milestone – for the first time, the brand debuted its collection on the Paris Fashion Week runway.

photo: instagram/ganni

Now, it’s not just a local favorite but a label shaping the entire fashion industry. With retail locations worldwide and an ever-growing global presence, one thing is clear: the era of Scandimania has arrived and GANNI isn’t just keeping up with the times, it’s setting the pace.