Ganni is a sustainable Danish fashion brand. Ganni itself indicates that it’s not a sustainable brand, but that stems from the fact that it takes sustainability very seriously and sees many steps to improve. This is mainly reflected in workers' rights in the supply chain and transparency concerning the origin of materials.
The company measures and transparently communicates its carbon footprint. It aims to reduce its carbon emissions per kg of clothing by 30% by 2023 and wants to stop all cooperation with Tier 1 and 2 suppliers that use coal-fired energy by 2025. Besides that, the brand is currently working with a third party to compensate carbon emission generated by its production processes. It’s actively reducing the use of plastics and making its packaging more sustainable. On top of that, Ganni is engaged in upcycling garments, accessories and deadstock fabrics to minimize its waste. It has launched a take-back program and a rental platform to extend the lifetime of its garments.
Ganni uses a growing number of sustainable and innovative materials and is actively researching viable solutions to the industry’s wastefulness. For example, it discovered that virgin leather emits a lot of CO2 and is now working on eliminating that from its collections. The brand uses GOTS organic or GRS recycled certified cotton, GRS certified recycled polyester, sustainable viscose fibers, recycled wool, recycled rubber and recycled leather. But at the moment, Ganni is not yet fully sustainable. Its aims to use 100% most sustainable cotton, viscose and polyester by 2023. Its wool is currently not fully certified by the Global Recycled Standard, but its goal is to certify 100% of its wool with GRS or GOTS by 2021. A number of Ganni’s mills and manufacturers are certified with these quality marks, but that the brand itself is still in the process of becoming certified.
The brand is actively working on the traceability and visibility of its supply chain. At the moment, there’s not enough transparency but in cooperation with the Higg Index Ganni aims to achieve 100% supply chain traceability by 2022. The brand has currently mapped 43% of its stage 1 suppliers with the Higg Index.
Especially workers' rights can be improved a lot by doing more audits and by entering into a membership with, for example, the Fair Wear Foundation. Even though the brand itself says it isn’t sustainable, it already does a lot of things well. That’s why we can still recommend them as a sustainable alternative.