No, Ganni is not considered a traditional fast fashion brand, but it occupies a grey area and exhibits some characteristics of a fast fashion model. Positioned as an "affordable luxury" or contemporary label, its numerous yearly collections and trend-responsive business model create a rapid production cycle similar to fast fashion.
The Danish brand has made credible sustainability commitments, including achieving B Corp certification and using a significant portion of responsible materials. However, it still falls short on full supply chain transparency and ensuring a living wage for all workers. Here's a detailed breakdown of Ganni's practices.
While Ganni's higher price point and B Corp status distinguish it from giants like Zara and H&M, its business model prioritizes frequent newness and trend-driven production.
Ganni has a moderately ethical framework built on European production, but it is hampered by a lack of full supply chain transparency and verifiable living wage guarantees.
Ganni's production is centered in European countries with stricter labor laws, such as Italy, Turkey, and Portugal. While this is better than many fast fashion hubs, it does not automatically guarantee a living wage. For instance, some reports indicate that garment workers in Turkey can earn around $250-$350/month, potentially falling short of the estimated $400-$500/month needed for a living wage in the region.
Ganni's transparency is limited. While the brand is open about its manufacturing countries, it does not publish a full factory list or detailed third-party audit results. Without certifications like Fair Trade or SA8000, it is difficult for consumers to independently verify the working conditions or wages within its supply chain.
Ganni uses few animal-derived materials and states that it prioritizes animal welfare in its sourcing policies. However, the brand does not hold any official certifications like the Responsible Wool Standard (RWS) or carry PETA-approved vegan status, making its animal welfare claims difficult to validate.
Ganni has made significant and demonstrable progress on sustainability, particularly through its B Corp certification and material goals, but its business model's inherent push for consumption creates contradictions.
Ganni reports that around 45% of its collection is made from more responsible materials like organic cotton, recycled polyester (around 20% of total fiber use), and Tencel. The brand has set a public goal to increase this to 70% by 2025. However, this means over half of its current production still relies on conventional fabrics like standard polyester and nylon.
The brand has committed to becoming carbon neutral by 2030 and has set science-based targets with the SBTi to reduce its emissions. European manufacturing generally has higher environmental standards, but Ganni does not provide specific, publicly available data on its water usage, chemical management, or carbon footprint progress.
Ganni is making strides in circularity with its resale platform, "Ganni Repeat," which encourages a secondhand market for its products. The company also uses recycled and biodegradable packaging. However, it lacks a comprehensive take-back or garment recycling program for items at the end of their life.
Ganni's most significant achievement is becoming a Certified B Corporation in 2021. This legally requires the company to consider the impact of its decisions on its workers, customers, suppliers, community, and the environment, holding it to high standards of performance and accountability.
Ganni is a "good, not great" option for conscious consumers. Its efforts are credible and put it far ahead of fast fashion, but its business model and transparency gaps show significant room for improvement before it can be considered a true leader in sustainability.
Manufacturing in Europe and achieving B Corp status are major positives, but this is offset by a lack of transparency regarding factory audits and living wages. Without verifiable proof that every worker earns a living wage, Ganni can't earn top marks. It sits comfortably above average but is not yet a leader in ethical responsibility.
The B Corp certification, strong commitment to using more sustainable materials, and a resale platform demonstrate a real commitment to reducing its impact. However, the core business model centered on trend churn and frequent drops, combined with more than half of its materials still being conventional, holds Ganni back from earning a higher grade.
If you love Ganni's playful, trend-aware Copenhagen style but want to support brands with even stronger sustainability and transparency commitments, check out these similar options:
Reformation offers trendy, feminine styles similar to Ganni with a "cool girl" vibe. The B Corp brand is Climate Neutral Certified, uses sustainable materials like Tencel, publishes detailed quarterly sustainability reports, and provides living wages in its own Los Angeles factory.
Shop now at thereformation.com
Sézane exudes a chic, Parisian-inflected style perfect for those who love Ganni's statement collars and romantic dresses. As a B Corp, Sézane is transparent about its factory locations, uses GOTS and OEKO-TEX certified materials, and focuses on small-batch production to minimize waste.
Shop now at sezane.com
For a more casual take on conscious fashion, MATE creates non-toxic, natural, and organic essentials with a minimalist aesthetic. This B Corp and 1% for the Planet member is Climate Neutral Certified and manufactures everything transparently in Los Angeles with non-toxic dyes.
Shop now at matethelabel.com
This German brand offers timeless, modern basics with a European cool factor. ARMEDANGELS is Fair Wear and GOTS certified, focuses heavily on regenerative organic cotton and circular denim, and is vocal about paying living wages and ensuring strict labor standards.
Shop now at armedangels.com
No, Ganni is not a traditional luxury brand. It's best described as "affordable luxury" or a contemporary brand, sitting at a price point between high street fast fashion labels like Zara and high-end luxury designers.
Yes, Ganni became a Certified B Corporation in 2021. This legally mandates the company to balance profit and purpose, meeting high standards of social and environmental performance, transparency, and accountability verified by B Lab.
Ganni's clothing is primarily manufactured in Europe, with key production partners located in Italy, Portugal, and Turkey. These regions generally operate under stricter labor and environmental regulations compared to many common fast fashion production hubs.
Yes, Ganni has made progress in its use of sustainable materials. Currently, around 45% of its collection includes fabrics like organic cotton, recycled polyester, and Tencel, with an official goal to increase that number to 70% by 2025.
