GANNI is a Danish fashion brand that has been innovating the sustainable clothing market in recent years. Knowing full well that "fashion" and "sustainability" are incompatible, GANNI still makes every effort to minimize social and environmental impact. In 2019 the company signed the New Plastics Economy Global Commitment, a public-private partnership to promote plastic reduction, and has been eliminating as much unneccesary plastic use as possible and focusing on developing recycled materials instead. In their Spring/Summer 2020 collection, 45% of all textiles were made from sustainable materials. During the same year they finalized their rental platform GANNI Repeat where articles of clothing they have is rentable by customers to minimize the creation of new garments and create a circular economy. Taking these initiatives while being highly transparent have continued to enhance the the brand's credibility and attractiveness.
