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In the last decade, Ganni has gone from the insider's secret to a global fashion phenomenon. The brand was originally founded in 2000 but gained momentum after being acquired by the husband-wife duo, Ditte and Nicolaj Reffstrup. With a backpack full of ambition and refined taste, they completely changed Ganni’s trajectory for good, and today the brand appears as the ultimate dictator of good Scandinavian taste.
Ditte and Nicolaj Reffstrup had a clear vision to shake the Scandinavian fashion landscape, which was then, characterized by being either androgynous or bohemian-inspired in its stylistic expression. Therefore, they created a catalog of playful styles, characterized by more untraditional silhouettes, textures, and recognizable prints. Their inspiration stems from contrasts, which can be seen in feminine dresses combined with chunky sneakers or denim. Styles that all speak into Danish lifestyle, which is effortless, laid back, and cool. So cool, that women are expressing themselves as Ganni Girls - a state of mind and reflection of a woman, confident in her own body with a relaxed approach to fashion.
The global influence, quality in design, and consciousness in production and sourcing can’t be challenged. Ganni has truly changed the meaning of Scandinavian fashion while putting Denmark and Copenhagen on the world map as leaders in women's fashion. Continuing along the path they started on, Ganni has cemented itself among the top, and with collaborations with well-established fashion brands like Levi’s and 66˚North, they have blue-stamped their name. Ganni has a clear and recognizable aesthetic - that is oversized, a bit homme - and with collections that include jackets, dresses, knitwear, jeans, sweatshirts, as well as eye-catching and playful accessories. With their unique blend of textures, prints, and renewed styles they have marked their territory in the industry.