A Favourite Fashion Brand – GANNI

I discovered Ganni pre-pandemic when shopping at a sale in Flannels. I came across a specific t-shirt which caught my attention. To this day, Ganni t-shirts are still the best-fitting t-shirts I have found. Sustainability & responsibility is at the heart of Ganni which makes it a more accessible brand for those looking to shop more consciously. 

Each year, Ganni produces a Responsibility Report which outlines its actions to be a more sustainable brand. This report also admits to the downfalls and areas needing improvement to be more responsible. I find the transparency of the brand extremely refreshing, especially in the current climate which revolves around the cycle of fast fashion. 

Ganni dedicates a section of their clothing specifically to ‘responsible materials’. These items are made from a blend of certified organic cotton and banana agri-waste by PYRATEX® which is a company that transforms the waste from bananas into cotton-like material (GANNI website, 2022). 

This significantly reduces the brand’s carbon footprint as banana food waste is extremely high in CO2 emissions. This ethical practice also helps to improve the business of the local farmers with an additional source of income. 

During the pandemic, I had the time to delve deeper into the core values of my favourite brands which deepened my love for Ganni. Although there are still areas of improvement regarding the ethicality of the brand, Ganni is heading in the right direction and is a good example for others to follow.

As a young consumer, I aim to shop sustainably in order to reduce the damage caused by the fashion industry. Ganni helps me do this as they also offer second-hand services. For example, ‘Ganni REPEATS’ was introduced in 2021 as a platform to resell used Ganni products and old stock that never sold. 

In conclusion, Ganni is my favourite brand due to the transparency, sustainability and responsibility it provides for the consumer. (all images sourced from the Ganni Website, 2022)