Which fashion brands spring to mind when you think of sustainability? Probably H&M Conscious? Burberry, who recently announced its climate-positive mission? For me, it’s also usually Danish label, Ganni.
Worn by editors and influencers alike, contemporary ready-to-wear brand, Ganni, has taken to Instagram to speak out on claims of greenwashing, the activities by a company or an organisation that are intended to make people think that it is concerned about the environment, even if its real business actually harms the environment.
Ganni writes, “We’re not sustainable. We’ve been saying this since 2013 when we took the first few steps towards a more responsible version of ourselves. It was never intended as an excuse, but simply a reflection of how we, at Ganni, perceive the world. WE had three reasons back then that are still relevant today.”
NASA recorded 2020 as being one of the warmest on record, forcing fashion brands to reevaluate the way they’re contributing to climate change.
In a series of carousel images, Ganni goes on to explain its commitment so far to sustainability, and their goals for the future. “We look forward to launching our Pre-fall collection consisting of 71% responsible materials. Having initiated 41 out of 44 goals, achieving our game plan by 2023 doesn’t feel like a distant memory anymore, but we need to keep investing and hold ourselves accountable through transparency to get there.”
