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Ganni founder Nicolaj Reffstrup is willing to take risks in order to push the envelope and make his brand more sustainable. For example, the company made the bold decision to eliminate virgin leather from its designs, despite it accounting for a significant portion of its carbon footprint. This move led to the discontinuation of two color ways of its best-selling Western boots, costing the company an estimated 2.4 million DKK in sales. Reffstrup is clear that while topline growth is important for the brand, it must be done in a way that aligns with its goal of reducing greenhouse gas emissions by half by 2027. The company has already seen a seven per cent drop in emissions in 2023, despite growing on average 18 per cent annually in the past three years.

While Ganni has made progress in reducing its environmental impact, there is still a long way to go in order to achieve its ambitious sustainability targets. Reffstrup acknowledges that phasing out virgin leather will have a significant impact on future reporting, but he is confident that the brand will continue to reduce its emissions. He believes that innovative new materials, circular business models, take-back schemes, and better recycling practices are key to achieving these goals. Reffstrup hopes that the company’s approach will inspire other fashion brands to also prioritize sustainability and take action, rather than striving for perfection.

Reffstrup is set to release a book titled “The Ganni Playbook: How To Get Started Creating A Responsible Business” on June 12, with a global release on June 27. He hopes that this book will serve as a guide for other fashion brands looking to embark on their own sustainability journeys. Reffstrup emphasizes the importance of taking action, even if all the answers are not yet clear. He believes that change is possible and that the fashion industry as a whole can work towards a more sustainable future by making conscious decisions and implementing responsible practices.

Ganni’s commitment to sustainability extends beyond the elimination of virgin leather from its designs. The company is focused on exploring innovative materials, implementing circular business models, and improving recycling practices. By prioritizing sustainability and taking risks to push the envelope, Ganni aims to set a positive example for the fashion industry as a whole. Reffstrup’s bold approach and willingness to make difficult decisions in the pursuit of a more responsible business serve as an inspiration for other brands to follow suit and prioritize sustainability in their operations.

In the face of challenges and uncertainties, Ganni remains committed to its goals of reducing greenhouse gas emissions and achieving sustainability across its entire supply chain. Reffstrup acknowledges that there are many unknown factors and obstacles to overcome in order to reach these targets, but he is determined to continue the brand’s sustainability journey. By setting ambitious goals, taking risks, and remaining open to new ideas and innovations, Ganni is paving the way for a more sustainable future in the fashion industry.

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