{"id":115782,"date":"2024-06-12T10:16:07","date_gmt":"2024-06-12T08:16:07","guid":{"rendered":"https:\/\/www.sleek-mag.com\/?p=115782"},"modified":"2024-06-12T10:16:07","modified_gmt":"2024-06-12T08:16:07","slug":"the-impact-review-ganni-nicolaj-reffstrup-on-responsibility","status":"publish","type":"post","link":"https:\/\/www.sleek-mag.com\/de\/article\/the-impact-review-ganni-nicolaj-reffstrup-on-responsibility\/","title":{"rendered":"The Impact Review: GANNI Co-Founder Nicolaj Reffstrup On Taking Responsibility"},"content":{"rendered":"","protected":false},"excerpt":{"rendered":"","protected":false},"author":315,"featured_media":115787,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"_kad_post_classname":"","footnotes":""},"categories":[81,13934,15287,10897,17330],"tags":[17329,18345,14110,18343,1076,18339,1623,18338,18342,17507,18340,18344,18337,18341],"class_list":["post-115782","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fashion","category-fashion-stories","category-feature","category-opinion","category-sustainability","tag-biodesign","tag-biofluff","tag-carbon-emissions","tag-climate-tech","tag-copenhagen","tag-fabrics-of-the-future","tag-ganni","tag-ganni-lab","tag-look-up-ventures","tag-modern-synthesis","tag-nicolaj-reffstrup","tag-polybion","tag-sustainability-initiatives","tag-the-ganni-playbook"],"acf":{"legacy":false,"exclude_from_ads":[],"hero_title":"","subtitle":"GANNI Co-Founder Nicolaj Reffstrup talks to Sustainability Editor Rose Dodd about ambitious sustainability initiatives, ceaseless commitment in the face of failure and the upcoming release of The Ganni Playbook ","hero":{"video":false,"image":false,"header_color":"black","overlay_color":"","overlay_text_color":"black"},"teasers":{"video":false,"image":{"ID":115786,"id":115786,"title":"","filename":"TS-P4_27395-1-e1718109980372.png","filesize":980914,"url":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2024\/06\/TS-P4_27395-1-e1718109980372.png","link":"https:\/\/www.sleek-mag.com\/de\/article\/the-impact-review-ganni-nicolaj-reffstrup-on-responsibility\/ts-p4_27395-2\/","alt":"","author":"1","description":"","caption":"The GANNI Playbook. 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","name":"ganni_ss23-show-finale_simon-birk_highres2_bcorp-copy","status":"inherit","uploaded_to":115782,"date":"2024-06-11 13:02:29","modified":"2024-06-11 13:03:00","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.sleek-mag.com\/wp-includes\/images\/media\/default.png","width":1475,"height":984,"sizes":{"thumbnail":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2024\/06\/GANNI_SS23-SHOW-FINALE_SIMON-BIRK_HIGHRES2_BCORP-copy.jpg","thumbnail-width":128,"thumbnail-height":85,"medium":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2024\/06\/GANNI_SS23-SHOW-FINALE_SIMON-BIRK_HIGHRES2_BCORP-copy.jpg","medium-width":1475,"medium-height":984,"medium_large":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2024\/06\/GANNI_SS23-SHOW-FINALE_SIMON-BIRK_HIGHRES2_BCORP-copy.jpg","medium_large-width":1475,"medium_large-height":984,"large":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2024\/06\/GANNI_SS23-SHOW-FINALE_SIMON-BIRK_HIGHRES2_BCORP-copy.jpg","large-width":1475,"large-height":984,"1536x1536":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2024\/06\/GANNI_SS23-SHOW-FINALE_SIMON-BIRK_HIGHRES2_BCORP-copy.jpg","1536x1536-width":1475,"1536x1536-height":984,"2048x2048":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2024\/06\/GANNI_SS23-SHOW-FINALE_SIMON-BIRK_HIGHRES2_BCORP-copy.jpg","2048x2048-width":1475,"2048x2048-height":984,"trp-custom-language-flag":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2024\/06\/GANNI_SS23-SHOW-FINALE_SIMON-BIRK_HIGHRES2_BCORP-copy.jpg","trp-custom-language-flag-width":18,"trp-custom-language-flag-height":12,"wpvr_mobile":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2024\/06\/GANNI_SS23-SHOW-FINALE_SIMON-BIRK_HIGHRES2_BCORP-copy.jpg","wpvr_mobile-width":1475,"wpvr_mobile-height":984}}],"settings":{"fit_width":"6","caption":""}},{"acf_fc_layout":"text_area","text_area":"

We meet for a pixelated face-to-face on a concerningly warm Monday in May, <\/span>Zoom<\/span><\/i>-ing between Copenhagen and Carcassonne. Nicolaj Reffstrup wears his seemingly signature Ciele visor, and sips a green juice from a cup branded in pink by Denmark\u2019s own Joe & The Juice. I recognise its colour, it\u2019s my favourite: cucumber, pineapple and lemon, or the \u2018<\/span>Prince of Green<\/span><\/i>\u2019, as Joe calls it. I find this quite amusing, given the nature of our conversation. As Co-Founder of GANNI, a brand so active in its sustainable efforts in an industry that is typically threatened by conversation surrounding doing better, the <\/span>Prince of Green<\/span><\/i> feels like an appropriate title for Nicolaj.\u00a0<\/span><\/p>\n

The Denmark-fathomed and globally-appreciated fashion brand, GANNI, at the helm of husband-wife creative duo, Ditte and Nicolaj Reffstrup, makes no claims to being a sustainable one. And, for all intents and purposes, as a phenomenon that thrives on newness and is dependent on consumption and ever-morphing trend culture, it\u2019s not. But GANNI is solution driven. Through ambitious <\/span>initiatives<\/span><\/a> such as successfully phasing out virgin leather by 2023, pledging to cut carbon emissions in half by 2027 in absolute terms (from a 2021 baseline), and the introduction of <\/span>GANNI Lab<\/span><\/a> and <\/span>Fabrics of the Future<\/span><\/a>, the B Corp certified label is doing pretty well at setting precedent for the rest of the fashion industry.\u00a0<\/span><\/p>\n

What is GANNI\u2019s secret to sustainable success? There is no secret. GANNI is willing to share. In fact, it\u2019s doing exactly that with the upcoming release of <\/span>The GANNI Playbook<\/span><\/i><\/a>, collaboratively written by Nicolaj and sustainability writer\/consultant Brooke Roberts-Islam. Published by Penguin, <\/span>The GANNI Playbook <\/span><\/i>tells the story of the brand\u2019s evolution while providing an open-source toolkit for cleaner operations in an effort to improve the economic ecosystem. In short, it\u2019s the GANNI guide to responsible business.\u00a0<\/span><\/p>\n"},{"acf_fc_layout":"images","gallery":[{"ID":115786,"id":115786,"title":"","filename":"TS-P4_27395-1-e1718109980372.png","filesize":980914,"url":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2024\/06\/TS-P4_27395-1-e1718109980372.png","link":"https:\/\/www.sleek-mag.com\/de\/article\/the-impact-review-ganni-nicolaj-reffstrup-on-responsibility\/ts-p4_27395-2\/","alt":"","author":"1","description":"","caption":"The GANNI Playbook. Image courtesy of GANNI. ","name":"ts-p4_27395-2","status":"inherit","uploaded_to":115782,"date":"2024-06-11 12:35:17","modified":"2024-06-11 13:04:42","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.sleek-mag.com\/wp-includes\/images\/media\/default.png","width":2300,"height":2878,"sizes":{"thumbnail":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2024\/06\/TS-P4_27395-1-e1718109980372.png","thumbnail-width":77,"thumbnail-height":96,"medium":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2024\/06\/TS-P4_27395-1-e1718109980372.png","medium-width":2300,"medium-height":2878,"medium_large":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2024\/06\/TS-P4_27395-1-e1718109980372.png","medium_large-width":2300,"medium_large-height":2878,"large":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2024\/06\/TS-P4_27395-1-e1718109980372.png","large-width":2300,"large-height":2878,"1536x1536":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2024\/06\/TS-P4_27395-1-e1718109980372-1228x1536.png","1536x1536-width":1228,"1536x1536-height":1536,"2048x2048":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2024\/06\/TS-P4_27395-1-e1718109980372-1637x2048.png","2048x2048-width":1637,"2048x2048-height":2048,"trp-custom-language-flag":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2024\/06\/TS-P4_27395-1-e1718109980372.png","trp-custom-language-flag-width":10,"trp-custom-language-flag-height":12,"wpvr_mobile":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2024\/06\/TS-P4_27395-1-e1718109980372-1637x2048.png","wpvr_mobile-width":1637,"wpvr_mobile-height":2048}}],"settings":{"fit_width":"4","caption":""}},{"acf_fc_layout":"text_area","text_area":"

The Reffstrups took over GANNI in 2007, transforming it from a local cashmere line into the international sensation that epitomises Scandi style. \u201cMy wife [Ditte Reffstrup] had the vision. She was extremely creative and yet commercial,\u201d Nicolaj tells me. \u201cAnd I knew how to run a tech company. Together we were driven by the challenge of turning GANNI into an international business.\u201d And that they did. Nicolaj stepped down as CEO in 2018 to focus on environmental and ethical responsibility at GANNI and the foundation of his climate tech-oriented venture capital firm, Look Up Ventures.\u00a0<\/span><\/p>\n

The responsibility team at GANNI is refreshingly rigorous. Led by Chief Sustainability Officer Lauren Bartley, it is divided into different departments (it even has a \u2018carbon squad\u2019) and works around a matrix with education, accountability and action at its core. \u201cAt one axis we have impact and at the other awareness,\u201d Nicolaj tells me.\u00a0<\/span><\/p>\n

\u201cWe might do a project that is low on impact but high on awareness. For instance, we brew beer from hops grown in our office garden and oyster mushrooms from our spent coffee grains from the espresso machine. This is a great tool for education but it has minimal real impact. That being said, through it we try to teach people about circularity and increase awareness of the small things that can be done to make a difference.\u201d<\/span><\/p>\n

\u201cThen, you have activities that might be less interesting on social media but are high impact, such as installing solar panels with our Portuguese suppliers or biodiversification and carbon insetting plans.\u201d<\/span><\/p>\n

As it stands, a climate-positive collection remains the dream. GANNI faces many logistical hurdles in its bid to do better by the environment. \u201cUntil then, we cannot make claims to being a sustainable company but that is the ultimate goal,\u201d says Nicolaj.\u00a0<\/span><\/p>\n"},{"acf_fc_layout":"images","gallery":[{"ID":115794,"id":115794,"title":"","filename":"GANNI_Bou_bag_-_Celium_by_Polybion_Photo_by_MOON_1_copy.jpg","filesize":234681,"url":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2024\/06\/GANNI_Bou_bag_-_Celium_by_Polybion_Photo_by_MOON_1_copy.jpg","link":"https:\/\/www.sleek-mag.com\/de\/article\/the-impact-review-ganni-nicolaj-reffstrup-on-responsibility\/ganni_bou_bag_-_celium_by_polybion_photo_by_moon_1_copy\/","alt":"","author":"1","description":"","caption":"","name":"ganni_bou_bag_-_celium_by_polybion_photo_by_moon_1_copy","status":"inherit","uploaded_to":115782,"date":"2024-06-11 12:36:04","modified":"2024-06-11 13:10:09","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.sleek-mag.com\/wp-includes\/images\/media\/default.png","width":1200,"height":1200,"sizes":{"thumbnail":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2024\/06\/GANNI_Bou_bag_-_Celium_by_Polybion_Photo_by_MOON_1_copy.jpg","thumbnail-width":96,"thumbnail-height":96,"medium":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2024\/06\/GANNI_Bou_bag_-_Celium_by_Polybion_Photo_by_MOON_1_copy.jpg","medium-width":1200,"medium-height":1200,"medium_large":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2024\/06\/GANNI_Bou_bag_-_Celium_by_Polybion_Photo_by_MOON_1_copy.jpg","medium_large-width":1200,"medium_large-height":1200,"large":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2024\/06\/GANNI_Bou_bag_-_Celium_by_Polybion_Photo_by_MOON_1_copy.jpg","large-width":1200,"large-height":1200,"1536x1536":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2024\/06\/GANNI_Bou_bag_-_Celium_by_Polybion_Photo_by_MOON_1_copy.jpg","1536x1536-width":1200,"1536x1536-height":1200,"2048x2048":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2024\/06\/GANNI_Bou_bag_-_Celium_by_Polybion_Photo_by_MOON_1_copy.jpg","2048x2048-width":1200,"2048x2048-height":1200,"trp-custom-language-flag":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2024\/06\/GANNI_Bou_bag_-_Celium_by_Polybion_Photo_by_MOON_1_copy.jpg","trp-custom-language-flag-width":12,"trp-custom-language-flag-height":12,"wpvr_mobile":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2024\/06\/GANNI_Bou_bag_-_Celium_by_Polybion_Photo_by_MOON_1_copy.jpg","wpvr_mobile-width":1200,"wpvr_mobile-height":1200}},{"ID":115790,"id":115790,"title":"","filename":"GANNI_Bou_bag_-_Celium_by_Polybion_Photo_by_MOON_2_copy.jpg","filesize":191361,"url":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2024\/06\/GANNI_Bou_bag_-_Celium_by_Polybion_Photo_by_MOON_2_copy.jpg","link":"https:\/\/www.sleek-mag.com\/de\/article\/the-impact-review-ganni-nicolaj-reffstrup-on-responsibility\/ganni_bou_bag_-_celium_by_polybion_photo_by_moon_2_copy\/","alt":"","author":"1","description":"","caption":"GANNI Bou Bag in Celium by Polybion. Image courtesy of GANNI.","name":"ganni_bou_bag_-_celium_by_polybion_photo_by_moon_2_copy","status":"inherit","uploaded_to":115782,"date":"2024-06-11 12:35:51","modified":"2024-06-11 13:09:52","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.sleek-mag.com\/wp-includes\/images\/media\/default.png","width":1123,"height":1123,"sizes":{"thumbnail":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2024\/06\/GANNI_Bou_bag_-_Celium_by_Polybion_Photo_by_MOON_2_copy.jpg","thumbnail-width":96,"thumbnail-height":96,"medium":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2024\/06\/GANNI_Bou_bag_-_Celium_by_Polybion_Photo_by_MOON_2_copy.jpg","medium-width":1123,"medium-height":1123,"medium_large":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2024\/06\/GANNI_Bou_bag_-_Celium_by_Polybion_Photo_by_MOON_2_copy.jpg","medium_large-width":1123,"medium_large-height":1123,"large":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2024\/06\/GANNI_Bou_bag_-_Celium_by_Polybion_Photo_by_MOON_2_copy.jpg","large-width":1123,"large-height":1123,"1536x1536":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2024\/06\/GANNI_Bou_bag_-_Celium_by_Polybion_Photo_by_MOON_2_copy.jpg","1536x1536-width":1123,"1536x1536-height":1123,"2048x2048":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2024\/06\/GANNI_Bou_bag_-_Celium_by_Polybion_Photo_by_MOON_2_copy.jpg","2048x2048-width":1123,"2048x2048-height":1123,"trp-custom-language-flag":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2024\/06\/GANNI_Bou_bag_-_Celium_by_Polybion_Photo_by_MOON_2_copy.jpg","trp-custom-language-flag-width":12,"trp-custom-language-flag-height":12,"wpvr_mobile":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2024\/06\/GANNI_Bou_bag_-_Celium_by_Polybion_Photo_by_MOON_2_copy.jpg","wpvr_mobile-width":1123,"wpvr_mobile-height":1123}}],"settings":{"fit_width":"4","caption":""}},{"acf_fc_layout":"text_area","text_area":"

GANNI is committed to progress over perfection, for actions speak louder than words. Each year, the brand releases a candid annual responsibility report. Alongside this, GANNI updates its Game Plan with objectives and strategies for actualising its vision. In the <\/span>Game Plan 2.0<\/span><\/a>, the GANNI team mapped out the brand\u2019s carbon footprint measurements, intensifying the focus on decarbonisation with the goal of a 50% reduction of absolute emissions by 2027 from a 2021 baseline. The nature of a business is growth and gain, thus to succeed here, decoupling emissions from growth is essential. \u201cOur data shows an annual growth of 18% since 2021, and in that same period, we\u2019ve managed to get our carbon footprint down by 7%,\u201d he shares. This is a big deal and a great start.\u00a0<\/span><\/p>\n

I probe him slightly. Data suggests GANNI\u2019s emissions actually increased between 2021 and 2022. He responds: \u201cThey did, you\u2019re right but actually they fell more substantially between 2022 to 2023, resulting in the 7% drop we\u2019ve seen in absolute terms.\u201d The reason for this is because the impact from launched initiatives had not yet taken effect, he tells me. \u201cThis year, we\u2019re starting to see the impact of us having phased out virgin leather, for example, and for the introduction of better materials. So when we report on 2024, I\u2019m <\/span>hoping <\/span><\/i>it will be even better.\u201d\u00a0<\/span><\/p>\n

\u201cCan you do it? Is achieving a 50% reduction in carbon emissions by 2027 really possible?\u201d I ask, admittedly slightly pessimistic but nonetheless impressed and hugely hopeful. If GANNI can accomplish something so bold in such a timeframe, there\u2019s little reason as to why other corporations can\u2019t. The bar is high and the intention is bang on. \u201cI don\u2019t know, if I\u2019m totally honest. We\u2019ve got a long way to go but we\u2019re on the right track.\u201d As the saying goes: honesty is the best policy, and this is a policy that GANNI is wholeheartedly committed to.\u00a0<\/span><\/p>\n"},{"acf_fc_layout":"images","gallery":[{"ID":115793,"id":115793,"title":"","filename":"GANNI_BOOK_IMAGE-07_PINK-e1718110205647.jpg","filesize":134874,"url":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2024\/06\/GANNI_BOOK_IMAGE-07_PINK-e1718110205647.jpg","link":"https:\/\/www.sleek-mag.com\/de\/article\/the-impact-review-ganni-nicolaj-reffstrup-on-responsibility\/ganni_book_image-07_pink\/","alt":"","author":"1","description":"","caption":"The GANNI Playbook. Image courtesy of GANNI. ","name":"ganni_book_image-07_pink","status":"inherit","uploaded_to":115782,"date":"2024-06-11 12:36:02","modified":"2024-06-11 13:04:58","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.sleek-mag.com\/wp-includes\/images\/media\/default.png","width":1262,"height":1233,"sizes":{"thumbnail":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2024\/06\/GANNI_BOOK_IMAGE-07_PINK-e1718110205647.jpg","thumbnail-width":98,"thumbnail-height":96,"medium":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2024\/06\/GANNI_BOOK_IMAGE-07_PINK-e1718110205647.jpg","medium-width":1262,"medium-height":1233,"medium_large":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2024\/06\/GANNI_BOOK_IMAGE-07_PINK-e1718110205647.jpg","medium_large-width":1262,"medium_large-height":1233,"large":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2024\/06\/GANNI_BOOK_IMAGE-07_PINK-e1718110205647.jpg","large-width":1262,"large-height":1233,"1536x1536":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2024\/06\/GANNI_BOOK_IMAGE-07_PINK-1010x1536.jpg","1536x1536-width":1010,"1536x1536-height":1536,"2048x2048":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2024\/06\/GANNI_BOOK_IMAGE-07_PINK-e1718110205647.jpg","2048x2048-width":1262,"2048x2048-height":1233,"trp-custom-language-flag":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2024\/06\/GANNI_BOOK_IMAGE-07_PINK-e1718110205647.jpg","trp-custom-language-flag-width":12,"trp-custom-language-flag-height":12,"wpvr_mobile":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2024\/06\/GANNI_BOOK_IMAGE-07_PINK-e1718110205647.jpg","wpvr_mobile-width":1262,"wpvr_mobile-height":1233}}],"settings":{"fit_width":"4","caption":""}},{"acf_fc_layout":"text_area","text_area":"

The largest source of emissions are materials. \u201cWe\u2019ve been very aware of this for many years, which is why we phased out virgin leather. We\u2019ve also converted to recycled polyester but the thing with this is that many rPETs can only be recycled once, so now we\u2019re trying to find a textile-to-textile polyester recycling technology that we can hopefully implement.\u201d Excessive water consumption and concentrated farming practices resulting in soil degradation mean even organic cotton is a problem material. \u201cTo the extent possible we use recycled cotton but this doesn\u2019t cover all of our needs.\u201d It\u2019s a patchwork on which you\u2019ve got to start somewhere. GANNI has.\u00a0<\/span><\/p>\n

In 2019, the company launched the \u2018Fabrics of the Future\u2019 initiative to research, test and scale innovative materials that challenge conventional ones. This initiative is behind exciting, though some not yet commercially available, collaborations with biomaterial innovators including <\/span>Polybion<\/span><\/a>, <\/span>Modern Synthesis<\/span><\/a> and<\/span> BioFluff<\/span><\/a>.\u00a0<\/span><\/p>\n

And when it comes to collaboration, conversation is key. GANNI\u2019s design team is trained in circular practice, further harnessing an environment where the entire team adheres to the sustainable agenda. The initiative provides a space for conversation between the GANNI design team and material makers, supporting a liaison and consultancy, if you will, for material qualities, performance and durability.\u00a0<\/span><\/p>\n

At times their dedication has necessitated great sacrifice, Nicolaj tells me. \u201cWe had two colourways of cowboy boots made from a material that we couldn\u2019t find a better alternative for, so we ended up having to phase them out. They were worth 2.4 million DKK in sales.\u201d\u00a0<\/span><\/p>\n

\u201cOften people ask: \u2019What does it cost?\u2019 But it\u2019s not just money, it\u2019s sacrifice. That\u2019s the real kind of investment you\u2019re making.\u201d\u00a0<\/i><\/b><\/p>\n"},{"acf_fc_layout":"images","gallery":[{"ID":115789,"id":115789,"title":"","filename":"GANNI_Bou_bag_-_Savian_by_BioFluff_Photo_by_MOON_1_copy.jpg","filesize":193643,"url":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2024\/06\/GANNI_Bou_bag_-_Savian_by_BioFluff_Photo_by_MOON_1_copy.jpg","link":"https:\/\/www.sleek-mag.com\/de\/article\/the-impact-review-ganni-nicolaj-reffstrup-on-responsibility\/ganni_bou_bag_-_savian_by_biofluff_photo_by_moon_1_copy\/","alt":"","author":"1","description":"","caption":"GANNI Bou Bag in Savian by Biofluff. Imagery courtesy of GANNI. 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 <\/p>\n

Nicolaj has observed a changing attitude in the fashion industry but he remains frustrated by hindrance. \u201cI notice that people, at the Global Fashion Summit for example, have good intentions, but they are stuck waiting for others to start doing the right thing. It stifles a lot of progress and means that it\u2019s a waiting game in which there is so much inertia. And I\u2019m not saying we\u2019re right at GANNI, there have been moments where we\u2019ve failed \u2013 we once did a compostable rubber boot that was so compostable it leaked\u2026 not our proudest moment \u2013 but we\u2019d absolutely rather be doing it and learning along the way, right?\u201d\u00a0<\/span><\/p>\n

This fearlessness of failure forms the foundations of GANNI\u2019s promise for \u2018progress over perfection\u2019. \u201cWe\u2019ve tried and are trying lots of different approaches, some of which we\u2019re yet to see at scale. We\u2019ve tried rental, we\u2019ve tried re-commerce and take back schemes in various shapes and forms, which work in some places and less so in others. We do repair shops and pop ups with companies like <\/span>SOJO<\/span><\/a>. It\u2019s a real challenge. Not everything will take,\u201d he tells me.\u00a0<\/span><\/p>\n

Nicolaj does not deem this as failure, but rather as the coagulation of new competences. \u201cIn failure, new ecosystems are created where knowledge and experience aggregate. And from this, successful concepts begin to stand on the shoulders of ones that failed.\u201d\u00a0<\/span><\/p>\n

Nicolaj\u2019s background in tech has equipped him with the insight necessary for driving key investment at Look Up Ventures. \u201cA lot of the tech that we invest in at Look Up, we trial at GANNI,\u201d he tells me. GANNI is the guinea pig in a cute pair of embroidered cowboy boots. \u201cIt might be traceability platforms, compliance platforms, circular business concepts, maybe innovative materials or recycling technologies. So it\u2019s quite a unique position to be in, where I\u2019ve benefited from my own history in tech which Look Up then benefits from but GANNI then benefits from too.\u201d <\/span><\/p>\n"},{"acf_fc_layout":"images","gallery":[{"ID":115792,"id":115792,"title":"","filename":"FUTURE_TALENT_FABRICS_EXHIBITION_4.5_3.jpg","filesize":229749,"url":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2024\/06\/FUTURE_TALENT_FABRICS_EXHIBITION_4.5_3.jpg","link":"https:\/\/www.sleek-mag.com\/de\/article\/the-impact-review-ganni-nicolaj-reffstrup-on-responsibility\/future_talent_fabrics_exhibition_4-5_3\/","alt":"","author":"1","description":"","caption":"Image courtesy of GANNI.","name":"future_talent_fabrics_exhibition_4-5_3","status":"inherit","uploaded_to":115782,"date":"2024-06-11 12:35:57","modified":"2024-06-11 13:08:34","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.sleek-mag.com\/wp-includes\/images\/media\/default.png","width":1500,"height":1200,"sizes":{"thumbnail":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2024\/06\/FUTURE_TALENT_FABRICS_EXHIBITION_4.5_3.jpg","thumbnail-width":120,"thumbnail-height":96,"medium":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2024\/06\/FUTURE_TALENT_FABRICS_EXHIBITION_4.5_3.jpg","medium-width":1500,"medium-height":1200,"medium_large":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2024\/06\/FUTURE_TALENT_FABRICS_EXHIBITION_4.5_3.jpg","medium_large-width":1500,"medium_large-height":1200,"large":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2024\/06\/FUTURE_TALENT_FABRICS_EXHIBITION_4.5_3.jpg","large-width":1500,"large-height":1200,"1536x1536":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2024\/06\/FUTURE_TALENT_FABRICS_EXHIBITION_4.5_3.jpg","1536x1536-width":1500,"1536x1536-height":1200,"2048x2048":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2024\/06\/FUTURE_TALENT_FABRICS_EXHIBITION_4.5_3.jpg","2048x2048-width":1500,"2048x2048-height":1200,"trp-custom-language-flag":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2024\/06\/FUTURE_TALENT_FABRICS_EXHIBITION_4.5_3.jpg","trp-custom-language-flag-width":15,"trp-custom-language-flag-height":12,"wpvr_mobile":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2024\/06\/FUTURE_TALENT_FABRICS_EXHIBITION_4.5_3.jpg","wpvr_mobile-width":1500,"wpvr_mobile-height":1200}}],"settings":{"fit_width":"4","caption":""}},{"acf_fc_layout":"text_area","text_area":"

It is possible to be <\/span>too <\/span><\/i>far ahead of the curve as well. A concept might fail because the demand is simply not there. Alternatively, an audience might want something that a corporation cannot yet provide logistically. It\u2019s a too-and-fro; a dance with a lot of footwork, one that\u2019ll take much trial and error \u2013 and a great deal of practice \u2013 to learn.\u00a0<\/span><\/p>\n

If the demand doesn\u2019t yet exist and the financial incentive is not there, why do it? I wonder. Well, obligation, for one, of which there are different sorts. It appears to me as though obligation at GANNI is of the moral sort rather than out of necessity for continued corporate success in a changing world.\u00a0<\/span><\/p>\n

\u201cI\u2019ve been through this hundreds of times in my head. My background isn\u2019t in fashion and I could leave quite easily. But you always end up with the same kind of thinking \u2013 and most people appreciate Capitalism. If we were to do something drastic and revolutionary like shut down GANNI, it would have zero impact. Somebody else would take over the market share, and they might not have such a focus on doing better from a planetary perspective. So, then, it\u2019s better to keep hold of the market share for as long as we are working towards finding sustainable solutions. And moreover, the second there is a financial lull, investment stops, and unfortunately this includes anything that pertains to sustainability, I\u2019ve seen it first hand. There is no time for revolution.\u201d <\/span><\/p>\n"},{"acf_fc_layout":"images","gallery":[{"ID":115791,"id":115791,"title":"","filename":"DSC_3432.jpg","filesize":872256,"url":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2024\/06\/DSC_3432.jpg","link":"https:\/\/www.sleek-mag.com\/de\/article\/the-impact-review-ganni-nicolaj-reffstrup-on-responsibility\/dsc_3432\/","alt":"","author":"1","description":"","caption":"Image courtesy of GANNI. ","name":"dsc_3432","status":"inherit","uploaded_to":115782,"date":"2024-06-11 12:35:55","modified":"2024-06-11 13:08:30","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.sleek-mag.com\/wp-includes\/images\/media\/default.png","width":964,"height":1444,"sizes":{"thumbnail":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2024\/06\/DSC_3432.jpg","thumbnail-width":64,"thumbnail-height":96,"medium":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2024\/06\/DSC_3432.jpg","medium-width":964,"medium-height":1444,"medium_large":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2024\/06\/DSC_3432.jpg","medium_large-width":964,"medium_large-height":1444,"large":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2024\/06\/DSC_3432.jpg","large-width":964,"large-height":1444,"1536x1536":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2024\/06\/DSC_3432.jpg","1536x1536-width":964,"1536x1536-height":1444,"2048x2048":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2024\/06\/DSC_3432.jpg","2048x2048-width":964,"2048x2048-height":1444,"trp-custom-language-flag":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2024\/06\/DSC_3432.jpg","trp-custom-language-flag-width":8,"trp-custom-language-flag-height":12,"wpvr_mobile":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2024\/06\/DSC_3432.jpg","wpvr_mobile-width":964,"wpvr_mobile-height":1444}}],"settings":{"fit_width":"4","caption":""}},{"acf_fc_layout":"text_area","text_area":"

Nicolaj tells me he first came across Game Theory, the mathematically modelled description of human interaction, while studying Economics and Philosophy at university. While he finds it hugely interesting, and has likely applied it himself at times, he finds it equally terrifying. \u201cWe\u2019re short sighted, acting on immediate gratification \u2013 even if the overall outcome is harmful.\u201d And materiality has become deeply intertwined within this. In many ways, it\u2019s overthrown. \u201cI don\u2019t see us overcoming this unless we take more responsibility, which is not always easy nor is it comfortable.\u201d This would first require our acceptance of the state of today.\u00a0<\/span><\/p>\n

\u201cOur ability to ignore the facts, this confirmation bias, blows my mind. The evidence is all there. I\u2019ve seen risk maps that show parts of the US will be uninhabitable by 2035, but we\u2019re not talking about it.\u201d I\u2019m reminded of \u2018<\/span>Don\u2019t Look Up<\/span><\/i>\u2019, the parodic Netflix film about two astronomers who try to warn a distracted and impartial world about an approaching comet that will wipe out life on earth, which is, humorously, the polar opposite in name to Look Up Ventures.\u00a0<\/span><\/p>\n

\u201cI never understood why there wasn\u2019t more cooperation between different corporations and industries and why we don\u2019t work together more.\u201d This is the sentiment behind <\/span>The GANNI Playbook<\/span><\/i>. \u201cThe book isn\u2019t rocket science, but it\u2019s our contribution towards a larger degree of openness, a recipe for the groundwork that is necessary to build something better for anyone to copy, reiterate or improve.\u201d\u00a0<\/span><\/p>\n

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