By Caitlyn O’Malley
With new fashion brands popping up everywhere, it is hard to keep track and fully learn about the brand. One such brand that is taking America by storm is Ganni.
GANNI is a Scandinavian contemporary brand, known for its Scandi 2.0 style. Founded by Ditte Reffstrup, the brand’s mission is simply “hack(ing) the fashion system.” Ganni isn’t just a fashion brand, but more of a lifestyle.
Ganni girls are empowered, passionate and cool, which is seen even in the people who choose to work for the company. Louise du Toit, president of the North American market for Ganni, spoke with SCAD students this quarter on her journey in the industry and some details of her current role. Louise truly embodies the brand identity — she’s laidback, charismatic and sophisticated — and she values authenticity over everything. I’ve personally been a fan of the brand for a few years, but hearing Louise speak on her experience and knowledge with Ganni made me feel really connected and inspired by the company.
Ganni really began its life in the American market about 6 years ago, and by now has amassed about $50 million in revenue. It’s also projecting an increase in retail stores from 12 to 22 in total by the end of 2022. The brand’s success is likely due to the main overarching values: “Being Authentic, Being Honest, and Being Inclusive.”
Throughout all sectors of business, Ganni aims for honesty and transparency in existing as a responsible brand. The label “responsible” is emphasized, as Louise du Toit acknowledged the expansive room for growth in terms of reaching a point of sustainability in the fashion industry. The idea of sustainable fashion seems like a paradox in itself, but Ganni exercises different practices to become the most responsible version of themselves they can reach, in an ever-evolving growth process. As a clothing brand in an industry that relies on new trends and consumer consumption, the company commits to making better, responsible choices every day to minimize their environmental and social impact.
As president of the North American market, Louise du Toit is responsible for championing new initiatives that are more adapted to the American market, specifically with size inclusivity. Louise explained how Denmark is pretty homogenous in terms of size, skin tone, style, etc., that the U.S. team has mostly taken the lead on advocating for more inclusive policies and incorporating them into the brand. For example, Ganni increased size range options that originally stopped at a U.S. size 10 but now extend to a US size 24.
Overall, I think the founder of the brand sums up the idea of a “Ganni girl” and the overall essence of the Danish brand perfectly. Ditte Reffstrup explains: “For me, the Ganni girl is a state of mind. She is a girl who is confident in her own skin and is relaxed about fashion. She’s not trying too hard, and that is very obvious. You can really feel that when you see her — it’s an easy approach to fashion and that is very attractive.”
