How GANNI is Leading The Way With Sustainable Eco-Conscious Fashion
A Close-Up on GANNI's SS25 Innovative Fabrics of the Future Initiative
GANNI’s Spring/Summer 2025 collection marked a pivotal moment in the brand’s ongoing commitment to sustainability. While GANNI doesn’t position itself as a fast fashion brand, it also refrains from calling itself fully sustainable. The brand states that "fashion thrives on newness and consumption," a reality that presents a contradiction to sustainability. However, GANNI is committed to becoming the "most responsible version" of itself and achieving significant reductions in its environmental impact. As founder Nicolaj Reffstrup notes, "The time to create change is now—no excuses," further underlining the urgency to lower carbon emissions, with a 50% reduction target set by 2027.
In line with these efforts, GANNI showcased six new groundbreaking textiles at their SS25 show, aptly titled The Craft. Materials like CIRCULOSE®, Celium™, and Symplfyber Fybron™—which made their runway debut—were part of the label’s "Fabrics of the Future" initiative, launched in 2019. The collection's focus on circular design principles emphasized repairability, recyclability, and the use of recycled content, with 35 out of 36 looks made from these innovative materials. As Reffstrup explains, "B Corp offers a tangible and transparent framework for keeping businesses accountable."
The materials on display were the result of GANNI's experimentation with over 30 cutting-edge fabrics, one standout being Simplifyber™, a bio-fibre used to mold the textured upper of the retro trainers debuted in collaboration with New Balance. The GANNI x New Balance T500 sneakers are made with 100% recycled content in parts of the shoe, including the upper vamp, tongue mesh, and internal components, further showcasing the brand’s eco-conscious approach to footwear.
Additionally, GANNI introduced a new iteration of the Bou Bag—as seen below—crafted from Oleatex™, a next-gen plant-based material. This focus on innovation and sustainability comes as GANNI continues to meet the standards set by Copenhagen Fashion Week’s Sustainability Action Plan.
While the journey to full sustainability remains complex, GANNI's bold commitment to research, responsibility, and design proves the brand's leadership in the ongoing transformation of fashion toward a greener future. As Reffstrup passionately states, "We’re not perfect, but committed to making better choices every day."
