GANNI World
Welcome to the GANNIverse.
01 — Our Story
GANNI is a Copenhagen fashion house led by Creative Director Ditte Reffstrup since 2009.
For as long as she can remember, Ditte loved mixing and layering pieces. When she stepped into her creative role at GANNI, her references weren't runways or archives, but pop culture, music, vintage finds and the women around her.
At the time, Scandinavian fashion felt confined to a choice between bohemian romanticism and pared-back minimalism. Ditte saw another possibility.
What emerged was a new perspective on Scandinavian style, defined by individuality and a refusal to stay within the lines.
Today, that spirit still defines our house.
“At GANNI, we believe that fashion should be about finding your own expression and feeling like the best version of yourself. Everyone is welcome.”
— Ditte Reffstrup, Creative Director
02 — Our Values
The Power of Joy
At GANNI, joy is our foundation. In a world that often moves between minimalism and throwaway trends, we choose colour, playfulness and self-expression.
The GANNI Girl Community
Our community shapes our world. Every collection, collaboration and decision starts here. ‘GANNI Girl’ was first coined in 2015, when Helena Christensen and Kate Bosworth shared a photo in matching GANNI coats, calling themselves ‘GANNI Girls’.
Honest Not Perfect
We’ve never labelled ourselves a “sustainable brand,” because in today’s fashion industry, absolute sustainability simply isn’t possible. What believe in is transparency, ongoing learning, and a deep responsibility to do better.
03 — Our DNA
The GANNI Bou Bag
One of our most-loved icons is the GANNI Bou Bag. It’s named after Ditte Reffstrup’s daughter, Betty Lou, whose nickname at home is Bou.
Our Butterfly Logo
Created by graphic designer Lena Musmann, the GANNI Butterfly logo stands as a symbol of positivity, change and transformation.
Artwork By Ana Kraš
Many GANNI stores feature artworks by Serbian artist and GANNI Girl Ana Kraš, with whom we've collaborated since 2017.
04 — Get To Know GANNI
GANNI’s hometown is Copenhagen, Denmark.
We have offices in Copenhagen, Paris, New York and Shanghai.
In 2009, Ditte Reffstrup and her partner Nicolaj Reffstrup took over the house and reshaped it into what it is today, with Ditte as Creative Director.
We’ve never labelled ourselves a “sustainable brand,” because in today’s fashion industry, absolute sustainability simply isn’t possible. But what we do believe in is transparency, ongoing learning, and a deep responsibility to do better, every single day.
Our formal responsibility journey began in late 2019 with the launch of the first GANNI GAMEPLAN. This year, we launched Gameplan 3.0, GANNI's third sustainability strategy running from 2026 to 2028. It builds on a proven track record of turning bold ambition into measurable progress with honesty, not perfection.
We have been a B Corp-certified company since 2022 and publish an annual Responsibility Report.
GANNI is pronounced "GAH-nee". It rhymes with "Annie".
GANNI is a Copenhagen fashion brand known for its rule-breaking and expressive approach to style. Led by Creative Director Ditte Reffstrup, we believe that how you dress should reflect who you are, not who you're expected to be.
We challenge the idea of what a Scandinavian brand can be through a global community that embraces joy, unconventional thinking and self-expression.
We take responsibility seriously, and say so honestly. We believe innovation and accountability are essential to building a better future for fashion. We are B Corp certified and publicly share our progress through annual Responsibility Reports.
Community has always been at the heart of GANNI. The GANNI Girl is defined by individuality rather than one look, bringing together musicians, actors, artists, designers, emerging creatives and the customers who wear GANNI every day.
Over the years, GANNI has been worn by Beyoncé, Gigi Hadid, Kendall Jenner, True Whitaker, Kylie Jenner and Sydney Sweeney, as well as Michelle Obama, Kate Moss, Alexa Chung, Paloma Elsesser and Christina Ricci.
We aim for 100% of our materials to be preferred by 2028, and invest in Fabrics of the Future where we can.
Preferred materials are those that challenge conventional practices, like organic or recycled materials, or responsibly sourced animal fibres, all with a traceable chain of custody and third-party verification.
Fabric of the Future is a programme set up by GANNI in 2019 to research, test and scale innovative materials that pave the way for the future of fashion.
Our Fabric of the Future innovations include:
- CIRCULOSE®, a next-gen material made from worn-out cotton jeans and cotton production scraps.
- Oleatex™, a leather alternative made from the leftover pulp, skins and pits when olives are pressed for olive oil.
- CYCORA®, a regenerated polyester made from discarded textiles that are broken down and transformed into a high-quality yarn.
- Ohoskin®, a leather alternative made from leftover oranges, cacti and recycled plastic.
You'll find GANNI stores across Europe, the United States, the Middle East, Africa and Asia-Pacific. Our website, GANNI.com, delivers internationally to 68 countries. We are represented in the world’s leading luxury retailers, as well as TMALL, and we offer resale through our partnership with Vestiaire Collective.