GANNI’s Founders on Why They Don’t Want You to Call Their Brand “Sustainable”

“You can’t run from the fact that producing fashion is inherently bad. We are driven by newness and produce four main collections a year. We are pretty transparent about that,” says Nicolaj Reffstrup, co-founder of GANNI, arguably one of the coolest labels to come out of Scandinavia in the past decade.

While some may say that Reffstrup’s candor and straightforward approach may be off-putting and detrimental to business, his honesty and willingness to call them as he sees them are actually refreshing, not to mention necessary, especially in an industry that is one of the main contributors to pollution and climate change. After all, admitting you have a problem is the first step in fixing it.

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