In other words, Ganni is not aiming to be the next Everlane, but the brand is still making sustainability a priority in important ways. For instance, Ganni has released a collection made from biodegradable thermoplastic, which includes a jacket, coat, bags, and hats in floral and leopard prints. Cute products that also happen to be sustainable? Talk about a win-win.
Ganni is also embracing the resale industry. "We are working with this company called Continued Fashion that's basically a white-label platform for brands to take back and resell their own product and in the end, to profit from it," Reffstrup told me. "So there are three advantages to that. First and foremost, reusing pre-worn clothes is the best thing you can do in terms of sustainability—3000% better than producing it. I don't know who calculated that, but that's what they say. Secondly, that can allow ourselves to sell a cheaper organic product and [thereby] reach a different audience. Thirdly, as I mentioned, we're hoping to also profit from it so that we are incentivized to increase that part of our business."