designer heels & banana peels
Danish designer GANNI brings realism and innovation to the fashion industry
Published On: 22/12/2022
In a modern world where we are constantly trying to keep up with new trends, fast-fashion has become the norm - which ultimately means we are consuming more than ever before. These mass-produced garments of poor quality are often produced by underpaid labourers in poor working conditions, and will most likely end up in your local landfill.
According to the UN Environmental Agency the fashion industry “is responsible for 20% of global wastewater, 10% of carbon emissions and huge amounts of waste.”
While many brands are adopting more environmentally friendly practices, there is one that stands out of the crowd - the b-corp certified GANNI.
The husband and wife co-founders, Nicolaj and Ditte Reffstrup share a truthful awareness of what the fashion industry is - citing that they are not a "sustainable" brand but a "responsible" one.
“We never use the word sustainability. We realise that because fashion lives off of newness basically, and more consumption doesn’t make sense from a planet perspective. Generally, we’re a little embarrassed to be in the fashion industry, or I am at least. So I go to work every day with a little bit of a bad conscience.”
This awareness can be seen in countless areas throughout the company. They have collections that are entirely dedicated to deadstock, and in 2022 they released "Fabrics of the Future." This initiative is dedicated to the research and creation of new fabrics and materials in hopes of creating a future of circular fashion, as well as attaining their goal of a 50% carbon reduction by 2027.
These innovations currently include:
Mylo - a sustainable alternative to leather made from mycelium
Pyratex - a cotton alternative made from banana agri-waste
Infinna - made from textile waste
Circulose - made from worn-out cotton clothes & Vega
Vegea - a plant-based alternative to leather made from discarded grape skins from winemaking, vegetable oils, and natural fibres from agriculture.
Their cognisance is visible in many other fields, with their commitment to transparency at the forefront. Ganni is the first global fashion company to partner with transparency tech provider Provenance, enabling them to provide customers with third-party data regarding the environmental impact of each article of clothing, as well as the supply chain from which it comes. Additionally, Ganni has created and implemented (and published online) a Code of Conduct to ensure an ethical and fair business for all parties, people and animals involved.
While the list of GANNI's trailblazing accomplishments extends further than the fore-mentioned, we strongly encourage you to look for yourselves. We could all benefit from learning more about where our clothes come from and their social and environmental impact. You may reconsider your next purchase.
This is NOT a paid promotion (this goes for any of our blog posts). toitoitoiluv is the luv child of toi toi toi creative studio that promotes design, objects, and creative experiences to help show off the creative community.
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Learn about how Ganni is investing in carbon insetting, their goals for the future, their resale platform, and much more -
https://www.instagram.com/ganni.lab
Sources & Images:
https://www.ganni.com/de/home
https://www.instagram.com/pyratex_collabs
https://www.instagram.com/mylo_unleather
https://www.instagram.com/ganni.lab
https://www.unep.org
https://edition.cnn.com
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