Images courtesy of GANNI
The rise of Ganni has been one of skyrocketing speed. From niche Danish brand to global phenomenon, few are unaware of the Copenhaguen-based cult brand.
Founded in 2000 by Frans Truelsen, gallerist from the Danish capital, Ganni was born as a side-hustle. In its origin, it was conceived as a knitwear brand without a particular strategy. It would release products as Truelsen would come up with the ideas, and in 2009, he brought Nikolaj and Ditte Reffstrup to propel his project forward.
Ditte and Nikolaj Reffstrup - courtesy of Celina Dahl
The couple took the brand as business strategist and creative director respectively, and by the late 2010s, it had become a worldwide cultural phenomenon.
Many factors were involved in the brand’s ascent. From the internal strategies and direction by the Reffstrups, to external support from international street style icons like Veronika Heilbrummer, Alexa Chung and Pernille Teisbaek (part of their #GanniGirls movement). But above all, what has driven Ganni’s success was a selective, accessible ethos of quality products, parallel to a fresh aesthetic in cultural climate ready for the fresh Scandinavian style takeover.
Ganni’s approach to fashion is one of fun, playfulness and positivity. In a world so in need for these words, brands like Ganni deliver the quality and the fun.
Images courtesy of Raimonda Kulikauskiene