GANNI & Responsible Fashion - "We're Not a Sustainable Brand!"
WARDROBE CRISIS with Clare Press · Clare Press
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Show Notes
This week, we're hanging out on the Copenhagen kitchen of the brilliant "insecure overachievers" behind GANNI.
Married couple Ditte and Nicolaj Reffstrup are the force behind the cult Copenhagen label and they've have made it, according to Vogue, a "stratospheric success" beloved of #GanniGirls all over Instagram. Just don't call it sustainable fashion.
"A brand might do one organic T-shirt and call themselves sustainable," says Nicolaj. "We just do what we do, and try to do better every day."
They say their "mission is simple: We fill a gap in the advanced contemporary market for effortless, easy-to-wear pieces that women instinctively reach for, day in, day out." But they're also mapping their carbon footprint and trialling rental while trying to leave their kids a healthy planet. Oh, an hoping the women will take over soon.
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