Reffstrup, the founder of Ganni, is willing to take risks in order for the brand to push the envelope in sustainability. For example, the brand successfully eliminated virgin leather from its designs, despite it accounting for a third of its carbon footprint from materials. This decision led to the discontinuation of two color ways of its best-selling Western boots, causing the company to lose an estimated 2.4 million DKK in sales. However, Reffstrup believes that the company needs to grow in order to continue investing in sustainable solutions.
Although the topline may not be everything at Ganni, growth is necessary for the company’s future. The challenge lies in ensuring that this growth does not compromise the brand’s goal of reducing its absolute greenhouse gas emissions by half by 2027 compared to 2021. Despite the company’s emissions dropping by seven percent in 2023, there is still a long way to go to achieve this target. Reffstrup acknowledges that phasing out virgin leather will have a substantial impact on their 2024 reporting and emphasizes the need for innovative materials and circular business models.
Ganni’s approach demonstrates that change is possible, even without all the answers. Reffstrup hopes that his book, The Ganni Playbook: How To Get Started Creating A Responsible Business, will inspire other fashion brands to embark on a similar sustainable journey. He encourages brands to take action rather than striving for perfection and to implement sustainable practices in their business operations. The book will be available on Ganni.com starting June 12 and globally from June 27.
In conclusion, Ganni’s commitment to sustainability and responsible business practices sets an example for the fashion industry. By eliminating virgin leather from its designs and taking steps to reduce greenhouse gas emissions, the brand shows that change is possible with dedication and innovation. Reffstrup’s hope is that other fashion brands will follow suit and prioritize sustainability in their operations. With the release of The Ganni Playbook, he aims to provide a guide for companies looking to create a more responsible and environmentally conscious business model.
