Ganni Girls Like to Have Fun

How the cult label that reimagined the Scandi look became a global giant with “responsibility” built into its business model.

Here’s the first question for any fashion label touting substantial growth along with its sustainability benchmarks: How is selling more dresses, sneakers and handbags on a planet already flooded with the stuff remotely in line with a commitment to sustainability?

It’s a question Ditte and Nicolaj Reffstrup, the couple behind Ganni, the cult Danish brand, have asked themselves again and again.

“There have been times where we’re like, ‘Maybe we should just quit,’” Ms. Reffstrup said, sitting with her husband in the lobby of the Greenwich Hotel in TriBeCa last month. It

→ Continue reading at The New York Times

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