GIMME MORE: Ganni is debuting its first ebook with Rizzoli, referred to as “Gimme Extra,” capturing the carefree spirit that outlined the Copenhagen model over the past decade, with a collection of non-public essays and images by longtime Ganni collaborators and pals.
The monograph begins with a private story about founders Ditte and Nicolaj Reffstrup, their love story and their aptitude for internet hosting late-night events and bringing attention-grabbing individuals collectively ever since they lived in a shoebox house in Copenhagen as a pair. Those self same qualities introduced the now-global Ganni Ladies phenomenon to life, argues the couple’s good friend Frederik Bjerregaard.
“You may see it on Ganni’s Instagram, and you’ll see it within the collections: Love Society, Double Love, the Love Letter collaboration with Levi’s and the autumn 2020 assortment and the Love Ceaselessly live performance. You discover it whenever you spend time with Ditte, how she is with Nicolaj and the children. You see it backstage earlier than a present,” he writes.
The ebook additionally retraces a number of the model’s biggest hits, from the consumer-facing, pop-up ideas they hosted each Copenhagen Trend Week; a collage of their notorious events, and a gallery of 100 of its signature T-shirts, printed with upbeat, humorous patterns from childlike flower illustrations to smiley faces.
“Ganni has all the time been about a lot greater than style. It’s an angle, a lifestyle and our group is an embodiment of that angle,” stated Ditte Reffstrup on the significance of engaged on tasks past style and bringing the model’s artistic group collectively.
That’s why the ebook additionally contains a photo-essay of Copenhagen by longtime Ganni collaborator photographer Ana Kras; an essay of what it means to be a Ganni Woman by London-based content material creator Susie Lau; an interview with Priya Alhuwali, and a bit by New York-based author Marjon Carlos.
The whole lot comes collectively to seize the essence of the colourful “Scandi 2.0” aesthetic Reffstrup helped outline.
“It’s the essence of my model and what I felt was lacking on the scene once we obtained began. Scandi 2.0 is filled with distinction and coloration with an surprising ironic edge. It’s an easy strategy to style, model and life. We’d a lot quite see ladies sporting our designs than the garments sporting the girl,” she added.
Nicolaj Reffstrup additionally weighs in with an essay on the corporate’s strategy to sustainability. Titled “The World Doesn’t Want Extra Garments,” the essay appears at Ganni’s “trustworthy not excellent” angle towards accountable manufacturing and the a number of tasks Reffstrup is spearheading to unfold consciousness across the difficulty, from mapping out the corporate’s provide chain to rising oyster mushrooms from the Ganni canteen’s used espresso grinds.
“We will’t change the world. What we’re doing at Ganni isn’t going to transform the entire style trade. Nevertheless it feels good to try to push the agenda ahead,” he writes.
In step with its environmentally acutely aware ethos, the model made some extent to make use of FSC-certified paper to create its new ebook, in addition to offset the total carbon footprint of every ebook printed.
Earlier this month, Ganni additionally introduced plans to begin utilizing an modern new materials, Vegea, on a few of its spring 2022 sneakers product of leftover grape skins from winemaking and vegetable oils.
https://wwd.com/fashion-news/fashion-scoops/ganni-debuts-rizzoli-book-1234984863/ | Ganni Debuts Rizzoli E-book – WWD