A focus on sustainability and authenticity is at the heart of everything Ganni creates. Led by husband and wife duo Ditte Reffstrup and Nicolaj Reffstrup the danish brand oozes wearability and Scandinavian cool. The brands ethos is about empowering women to feel more confident. The brand describes it's collective as GanniGirls and welcomes all to it's state of mind and sense of self expression. The brands mission statement is "...we are a creative collective and diverse community of first movers, committed to environmental responsibility and progressive social activism, setting the tone for the next generation to follow." This can be seen throughout the collection with fabrics made of organic, recycled and up-cycled materials where bold and statement fabrics are at the core of what the brand is about.