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

Written by INDEX

Photography Sara Abraham

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

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.

GANNI.COM
ganni

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