Ganni wants you to wear old plastic bottles (aka EcoLife)

Lift your normcore game to lofty new heights with post-consumer recycled polyester sweats and tees.

Words Sara Black
Photography Sara Abraham

GANNI first popped on the fashion radar at the turn of the century, releasing a line of cashmere apparel in 2000 designed by ex-gallerist Frans Truelsen. The Danish entrepreneur steadily navigated the fashion ropes but, by 2009, husband-and-wife duo Nicolaj Reffstrup and Ditte Reffstrup took up the reins, leading the brand on a trajectory to stratospheric success.

The label makes ready-to-wear dressing ever so easy and sits in a sweet spot as a luxury brand with lower-end pricing, making it incredibly snackable to the fashion conscious.

Their fingers have always been on the sustainable pulse but October sees the launch of a new line. Entitled Software, the collection’s material composition is 100 per cent recycled; a certified blend made from post-consumer polyester (such as plastic bottles) and recycled cotton.

“We wanted to create something off-duty that felt fun and effortless but, above all, responsible. We ended up with a soft and super responsible line.” — Ditte Refstrupp, Ganni.

Moral of the story? That old plastic cola bottle lying in the gutter may just end up being an integral ingredient of your next favourite tee.


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