GANNI: Where does the brand come from? Origin, fit, and signature styles
GANNI is the brand we are asked about most often at our store, usually with the same question: What kind of label is that exactly? Here you can find out where GANNI comes from, who is behind it, how the cuts fit, and which pieces are worth it.
Where does the GANNI brand come from?
GANNI is a Danish label from Copenhagen. It was founded in 2000 by gallerist Frans Truelsen, initially as a pure cashmere brand (FashionUnited). In 2009, Ditte Reffstrup as Creative Director and Nicolaj Reffstrup as CEO took over the company (Wikipedia) and built it into a complete collection with dresses, denim, shoes, and bags.
Is GANNI French or Italian?
Neither. The name sounds Italian, but GANNI is a Danish brand based in Copenhagen.
Is GANNI sustainable?
GANNI has been a certified B Corporation since 2022 and has published an annual Responsibility Report since 2020.
What defines its style?
GANNI combines Scandinavian minimalism with color, print, and a deliberately imperfect casualness. The brand is contemporary fashion, not a luxury brand, and is priced significantly lower than classic designer labels.
Which GANNI pieces are signature styles?
- Bou Bag. The compact, small-format bag, currently available at our store as the Bou Small in Cameo Pink made of cotton denim.
- Izey Jeans. Heavy denim in a vintage wash, for example the Izey in Dark Blue Vintage or the Print Izey in Leopard.
- Print Jersey. T-shirts and long-sleeves with animal and graphic prints, the brand's hallmark.
- Sue. The Sue mule with kitten heel, featuring a V-shaped vamp and a buckled strap with the GANNI butterfly logo.
How does GANNI fit?
GANNI consciously works with loose silhouettes. Baggy jeans like the Print Denim Baggy Jeans in Khaki and A-line dresses like the Printed Stretch Cotton Dress are part of the design language. Those accustomed to a form-fitting cut will often find the styles to be generous.
The ribbed Soft Cotton Rib Tank Tops, however, run significantly tighter. Because this varies greatly depending on the style, it is worth trying them on. At our store in downtown Dortmund, you can test several sizes side-by-side.
How to style GANNI prints for everyday wear
The rule of thumb: one print, the rest simple. A print shirt with straight, dark jeans and flat shoes works just as well in the office as it does on the weekend. If you want more contrast, combine the print with knitwear, such as the Cotton Cashmere Crochet Cardigan, which makes the print feel more understated without hiding it.
Who is GANNI ideal for?
For women who want to wear designer fashion without feeling like they are in a costume. GANNI is uncomplicated for everyday life and can be mixed with more classic labels from our assortment, such as Filippa K or Róhe. Those looking exclusively for timeless basics will find a better starting point with those labels.
Alexandra's Point of View: "We advise the individual, not some supposed type of customer."
Alexandra Jander, Founder and Fashion Curator at ABOUT.ALEXA
Is GANNI an investment brand?
Partially. Bags and heavy denim are durable and can be worn across seasons. The print jersey is intentionally trendy: lower entry price, but more closely tied to the season. A sensible wardrobe build therefore starts with a bag or jeans and uses prints as accents.
Where can I find GANNI in Dortmund?
At ABOUT.ALEXA at Brauhausstraße 3-5 and online in our GANNI collection. In addition to GANNI, we carry other Scandinavian labels, including Gestuz and By Malene Birger from Copenhagen, Rains from Aarhus, and Filippa K from Stockholm. If you would like advice, please book a personal styling appointment.
