BRAND PROFILE: GANNI

Wave goodbye to the tonal hues and clean lines often associated with Scandinavian fashion, and consider this a formal invitation to join the GANNI gang. Our tour of Ditte and Nicolaj Reffstrup’s Danish world features a rundown of the brand’s heritage, sizing recommendations and a behind the scenes look into how we style GANNI at END.

SHINING A LIGHT ON GANNI

How to pronounce GANNI? 

First things first: not sure how to pronounce GANNI? It’s pretty much how it’s spelt: gah-nee.

Who owns GANNI and where is GANNI from?

The culture of the capital and Danish fashion are the beating heart of GANNI. Founded in 2000 by Copenhagen gallerist Frans Truelsen, the brand was taken over in 2009 by husband and wife duo Nicolaj and Ditte Reffstrup. The Co-founder (Nicolaj) and the Creative Director (Ditte) are a match made by the GANNI gods.

Where is GANNI made?

GANNI is renowned for its production, crafting and sourcing fabrics - even releasing annual “responsibility reports” to be transparent about its production, and encourage best practices. 

The brand also works with suppliers to implement social responsibility initiatives and enhance traceability within the supply chain. 

GANNI became B-Corp certified in 2022 - meaning it meets “the high verified standards of social and environmental performance, transparency and accountability”. Scoring 90.6/200 points is no mean feat, but as ever, GANNI is looking to the future, and aims to achieve 150 B-Corp points with its wider sustainable and responsibility schemes.

Who wears GANNI?

With #GanniGirls totalling 102k posts (and counting!), it’s no surprise GANNI is taking the world by storm. Yes, it’s worn by A-Listers, influencers and 2023 US Open champion Coco Gauff (who captioned her pink GANNI suit: “Barbie Dream”), but most importantly, it’s accessible to all who want to be part of the community. As Ditte told us, “fashion is an extension of who you are [...] it can help you feel more confident if you wear what’s true to you”- and GANNI is guaranteed to help you do just that.

What’s GANNI known for?

Under Ditte’s watchful eye, GANNI has become globally renowned for its unique styling approach. Unexpected colour and print combinations suddenly became classics, as Ditte became attracted to a rising trend of Scandi street style that mixed “something sporty with a vintage dress, or something super feminine paired with a more masculine shirt.”

What’s a #GANNIGirl?

What began as an Instagram post has spiralled into a global community of eco-driven fashionistas - who prove with every story and reel that you should never have to compromise sustainability for style. 

Since 2012, #GANNIGirls has become the brand’s unofficial club - and everyone’s cool enough to join, as Ditte says - it’s a state of mind: “it’s all about representing an umbrella that people are invited into and we can work across industries. For me, it’s always been about being inspired by the Copenhagen girl, that was how it all started. #GANNIGirls is plural, it isn’t about one girl, but rather the community that I am inspired by and that we work with across multiple different projects.” And every piece of GANNI is designed to help you feel welcomed into the gang. 

What’s the GANNI logo? 

When it comes to GANNI iconography, there’s plenty to go around. And for the AW23 season, the brand embraces new beginnings with the debut of its butterfly logo. Symbolic of positivity and transformation, Ditte told us how the mascot mirrors the brand’s journey from staffing two employees (and a small run of cashmere dresses) to today’s global success. Lena Musman, whom GANNI collaborated with to craft the logo, likened the brand to a “modern hippy” - which although initially confused Ditte - was explained as “a community where it feels like everyone is invited, one that touches upon things like sustainability and not being afraid to show your femininity.” Created by the joining of ‘G’ motifs, this motif takes centre stage across plenty of pieces - but we’re particularly big fans of the vests and Fair Isle knits. 

Flying away from the butterfly’s debut, GANNI’s leopard print is another true favourite of any self-proclaimed #GANNIGirl. Decorating everything from bikinis and bags, to shorts and skirts, this bold pattern is a conversation starter regardless of the season. You can keep it low-key with accessories like scrunchies, bucket hats, and bags. The canvas coat is considered a “Vogue-approved way to wear leopard print” despite it not being the ‘90s anymore. 

ICONIC GANNI PRODUCTS

GANNI Bags:

Day-to-night dressing is at the core of the GANNI brand, and so too with its bags: there’s a design for everyone. Bucket styles, cross body, leopard totes or baguettes you could take to lunch, each has the same spirit we’ve come to expect from the Danish label.

The newest addition is the GANNI Bou bag - described by the brand as being designed with the future in mind - its timeless craftsmanship will stand the test of trends. Less really is more here; the hexagonal shape is packed with energy and reinforces GANNI’s commitment to phasing out virgin leather by the end of 2023. 

GANNI Boots:

GANNI has been at the centre of the cowboy boot revival - and it’s easy to see why. The Danish label’s translation is perfect for any contemporary cowgirl, with a sleek point-toe silhouette, intricate embroidery and chunky heel. 

GANNI Sport:

Launched in Spring 2023, GANNI Sport is a high-energy activewear line ready for life on the move. Refusing to compromise fashion for functionality, each responsible design is packed with technical properties (think sweat-wicking and quick-drying fabrics) so you can workout, worry-free. 

GANNI Sport gets you moving in whatever way works for you.

GANNI Silhouettes:

When it comes to GANNI silhouettes, always expect the bold. Here at END., we’re obsessed with Peter pan blouses, puff sleeves and plaid dresses that have us dreaming of a forever summer. As the sun sets, GANNI knitwear steps in to layer up, and works well with breezy cottons and GANNI’s signature denim.

GANNI’s RESPONSABILITY

What does sustainability mean to GANNI?

Let’s set the record straight: GANNI is not a sustainable brand, instead it thrives to become the most responsible version of itself. That’s coming from the brand itself, which explains that it’s all because “at its core fashion thrives on newness and consumption, which is a major contradiction to the concept of sustainability. That’s the honest truth.” 

What does being a B Corp certified label mean for GANNI?

With the help of nonprofit network B Lab, GANNI gained this all-important certification by answering 300+ questions about every aspect of business. The results are here:

Governance: 17.2 / 20

Workers: 21.2 / 40

Community: 18.9 / 40

Environment: 29.1 / 135

Customers: 4.0 / 5

Total: 90.6 / 200

This impressive achievement is a testament to GANNI’s commitment to meet, in Ganni’s words, “the high verified standards of social and environmental performance, transparency and accountability”.

What are the “Fabrics of the Future” that GANNI’s using?

Revolutionising the industry extends to every aspect of production. Fabrics of the Future, a GANNI in-house program, is centred around material innovation to reduce environmental impact. It’s an aim made reality by GANNI’s shift towards alternative materials.

-Mylo™ by BOLT THREADS: a sustainable, mycelium-based leather alternative that’s bio-based, animal free, and powered by 100% renewable electricity. 

-Circulose® by Renewcell: made from worn-out cotton clothes, this innovative natural material is one we can’t wait to see more of.

-GANNI x Stem: Collaborating with fellow Danish brand Stem, this ingenious fabric technology adopts a zero-waste approach to production. 

-Ohoskin: a fresh vegan leather, made using orange and cacti waste from other industries and combined with recycled plastics (find it on the Bou bag) 

-Vegea™: a unique fabric made using left-over grape skins from winemaking, vegetable oils and natural fibres from agriculture, helping to avoid extra waste in landfill.

-Pyratex®: a Madrid-based brand that has innovated material using agricultural waste from banana farming into a cotton-like fabric, preventing CO2 emissions.

What’s GANNI x Rubi?

GANNI has also teamed up with Rubi to become the first fashion brand in history to test an innovative fabric made from CO2. Inspired by photosynthesis and how trees breathe in CO2, Rubi’s ingenious approach will be used by GANNI in a blend of 20% cellulose yarn and standard industry cellulose. So, without getting too into the techy-side of things, this revolutionary technique will change the face of fabric as we know it. Futuristic fashion isn’t as far away as you think. 

The tech question:

AI is a hot topic, so GANNI’s SS24 show utilised artificial intelligence systems in a much less scary, take-over-the-world, kind of way. The voice drifting through the trees was not in fact that of Creative Director Ditte Reffstrup narrating the show - nor were the tunes for models to march to the beat created by a maestro. No, for both these aspects of “Hello World!”, GANNI enlisted the help and technology of AI artist Cecilie Waagner Falkenstrøm.

SIZING AND STYLING GANNI:

With the brand utilising European sizing across its collections, we’d rather you not have to guess the fit before ordering. And from sizing to styling, we’ve got a whole team here to help! So, let’s get into the GANNI sizing and styling low-down - covering everything from sizing tips and tricks to just how comfortable those iconic boots are.

GANNI Dresses styling:

What do you love about GANNI dresses? 

I like the exaggerated details such as the collars and trims alongside the bold colours and prints. And who doesn’t love that iconic GANNI dress ? - Womenswear Buyer at END.

How to style GANNI dresses:

The magic of a GANNI dress is that you can wear it for any occasion in everyday life. Thrown on and paired with a trainer, like a Salomon XT-Wings 2, Asics GT-2160 or New Balance 991 and a bag to fit the contents of your life in, it’s the ideal outfit for exploring a city, being comfortable yet still looking put together. Alternatively, it works for more of a dressed-up look with the GANNI western boot, ballet flats or a loafer. Their dresses cover all bases! @holliemercedes styles her dresses perfectly and always looks effortless. - Isabelle, Styling Manager

GANNI shoes sizing & styling:

Are GANNI shoes comfortable?

With GANNI, there’s a shoe for every occasion. Stay on point with the ballet flat-trend and slip into the wide welt buckle ballerina - in the iconic flat or heeled version. For a boot, it’s the small details on the GANNI Cowboy that give them personality - Western stitching and a cuban heel are comfortable to wear all day (or night) long.

What do you love about GANNI shoes? 

They're really fun, durable and comfortable! From the Chelsea boots to the ballet pumps, creating designs which are in trend but still very much giving it a GANNI twist to the standard ballet pump or Chelsea boot on the market.  - Womenswear Buyer at END.

How to style GANNI shoes:

GANNI boots see you through all seasons, they kind of work best with a mid-length skirt or dress that shows them off. I’d say the GANNI flats look great with oversized denim. - Isabelle, Styling Manager

GANNI knitwear sizing & styling:

How does GANNI knitwear fit?

Knitwear is one of GANNI’s hero pieces, so before you invest in your next layer at END., you’ll of course want to figure out the fit - so we’re here to help. 

Generally speaking, GANNI knitwear is true to size - so just remember to use those size charts to convert your size to the EU measurements to make sure you’re getting the perfect fit. And like we’ve said before, it’s always worth taking the materials used into consideration, as well as your own personal preferences. But don’t just take it from us, listen to the fellow GANNI fans at END. too.

What do you love about GANNI knitwear? 

The play of bold colours and prints, making knitwear interesting in the wardrobe and different as opposed to the standard monochromatic colours. - Womenswear Buyer at END.

How to style GANNI knitwear:

GANNI knits are always a good statement piece, the prints and colours are perfect to brighten up your Autumn/ Winter. I like to style them with an oversized jean, a quilted jacket, and an adidas Handball Spezial. - Isabelle Fawcett Styling Manager

GANNI t-shirt sizing & styling:

How do GANNI t-shirts fit?

Unless you’ve been living under a rock, you’re guaranteed to recognise GANNI’s legendary run of tees. From its cheery “have a nice day” slogan, to the grinning disco ball - GANNI’s tee speaks for itself when it says “you’re gonna love it!”

The vast majority of GANNI tees will fit true to size - unless specified otherwise, of course. Check out the guide if you need a hand converting into EU sizes, but they’re guaranteed to look great regardless.

What do you love about GANNI tees? 

I like how versatile and fun the prints are. The tees also fit perfectly on you no matter your shape/height etc - as it's hard to find a good fitting tee. They can be easily dressed up or down depending on the occasion. - Womenswear Buyer at END.

How to style GANNI tees:

With a lightweight stripe trouser, the OperaSPORT Ramone pants are a nice pair. The tee’s usually come in a summer colour so styling with Anni Lu jewellery always works well. And then a pair of the GANNI square toe scrunchie ballerinas – The Gold pair are amazing! - Isabelle Fawcett Styling Manager

GANNI bags sizing & styling:

How are GANNI bags sized?

You’ll find that GANNI bags come in all shapes and sizes - meaning that there’s plenty to pick from! From techy rucksacks and weekender bags, to miniature crossbodies and totes, there’s something for everyone, whatever you’re taking on the move. Take a quick look at our sizing tab for the exact dimensions of your latest carry-on. 

What do you love about GANNI bags? 

I like how they incorporate sustainability into their bags by using recycled fabric in timeless shapes and colours for longevity. Very versatile to mix and match with different outfits and occasions. - Womenswear Buyer at END

How to style GANNI bags:

GANNI bags are definitely fit for everyday life, the nylon bags they do are perfect for being out and about and not worrying about having to be precious with! However, the Pillow Baguette Bags are my personal favourite, the Kelly green colour looks great with leopard print. - Isabelle Fawcett Styling Manager

SIMILAR BRANDS TO GANNI

So if we’ve managed to convert you to the #GanniGang, and want to get even more of a Scandi-style fix - then we’ve got you covered. Check out our recs below to find your next favourite, right here at END. 

Stine Goya

If you’re a fan of GANNI’s ability to elevate even the smallest of your essentials - then chances are that you’ll love Stine Goya. Since launching her eponymous label in 2006, Danish designer Stine Goya has transformed into a worldwide wonder with its playful prints, vibrant colourways and accessories that are the antithesis to our traditional preconceptions of Scandi fashion. 

Cecile Bahnsen

Any self-proclaimed #GanniGirl should also be well aware of Cecile Bahnsen. From the unmistakable elegance of its babydoll dresses to the care-free energy of its skirts - Bahnsen balances minimalism and maximalism just as well as its GANNI counterpart. Oh, and if you’re thinking these are “special occasion only” styles, they’re not. In fact, each piece is designed with the belief that every day is worthy of a good frock.

House of Sunny

Why not welcome your wardrobe to the House of Sunny, with a statement shirt or sweat from the indie London label? In line with GANNI’s affinity for all-things colour, you’ll find gorgeous landscape-inspired layers here, alongside fruity ‘fits that make getting your fashionable five-a-day easier than ever. 

Daniella Guizio

Shopping GANNI probably means that you’re not too afraid to explore outside the mainstream - and that’s exactly where Daniella Guizio exists. Expect corsets and cargos, skirts and sweats to all push the boundaries of your expectations. Committed to responsibility, the brand releases a minimal two seasonal collections a year. Quality over quantity wins, after all. 

Menswear Relevant Brands

Acne Studios

Love GANNI? Then we’d bet money that you’ll obsess over the Acne Studios aesthetic too. This fellow Scandi brand has become synonymous with the more low-key side of the region’s fashion industry - as its straight-faced mascot dominates across all your casualwear classics. Think hoodies and hats, tops and totes - we’ve got a huge range to pick from here at END.

Andersson Bell

Scandi style is the ideal complement to Korean fashion, and Andersson Bell has proved it time and time again since 2014. Here, playful pieces challenge our preconceptions of timeless classics using an avant-garde edge. Distressed knits and plaid button-downs dominate - and they’re not too far from some of the GANNI greats we’ve come to know and love today.

Marni

Just like GANNI, Marni is never one to shy away from head-turning patterns and vibrant artwork. Having worked with some of the biggest names in the business (think Carhartt WIP and No Vacancy Inn), as well as producing its own regular drops, this brand is a definite need to know.

JW Anderson

Okay, so he might not be Scandi, but Northern Irish designer JW Anderson embraces the GANNI aesthetic perfectly. With a penchant for playful prints - we love the signature anchor monogram in particular - Anderson’s approach makes fashion fun, and who can say no to that?