In the past decade Ganni has went from an insider's secret to global fashion phenomenon. It was originally founded in 2000 as a small scale cashmere sweater collection by a Copenhagen-based gallerist. But in 2009 it was bought by the husband-wife duo Ditte and Nicolaj Reffstrup, armed with great ambition and savvy taste they would change Ganni's trajectory for good. They had a clear vision to shake the Scandinavian fashion landscape, which was, then, characterised as solely bohemian and androgynous in style. They started creating a catalogue of minimal yet playful clothing, with more untraditional silhouettes and textures.