Taking to Instagram, the brand announced that it would begin trialling the concept in Denmark before bringing the new venture to the UK. “We’re on a mission to become circular and increase the life cycle of our clothes wherever we can,” the label posted. “Rethink the way you refresh your wardrobe, rent on repeat. We’ll be carbon compensating the C02 emissions generated from rental deliveries. Wear it and share it.”
In short: customers can rent garments and accessories for a maximum of three weeks to keep the cycle going. Additionally, they can also buy the item outright if they love it, too.
Just last month, the brand opened its first London outpost on 36 Beak Street. For creative director Reffstrup and her husband Nicolaj, who co-founded the brand in 2000, it was a no-brainer to bring the brand to Soho. “It’s a place that has always had my heart,” he told Vogue. “I’ve been coming for inspiration since I was a teenager. It was my first big city experience – coming from a small town in northern Denmark, my whole world cracked open. There’s nothing like people watching in London and I’ve always been in love with the Britpop culture.”
Bolstering its green credentials is a new garment take-back scheme, too. Customers can drop off unwanted clothing and shoes from any label into the designated boxes branded with messages such as “Don’t Let It Go To Waste” to facilitate recycling. Any profits Ganni makes from the collection points will be put back into the I:CO circularity research projects. It's practising what it preaches.