‘It used to be that there weren't any stylish brands waving the flag of sustainability. was the one and only for so long,’ says fashion veteran and expert Julie Gilhart, a former fashion buyer who now works with brands including and in her role as chief development officer at Tomorrow. Luckily for style lovers, that’s no longer the case.
Cult Danish label helped pave the way for this shift, a journey that’s detailed in a new release, , penned by co-founder Nicolaj Reffstrup and journalist Brooke Roberts-Islam. In the late 2010s, the Copenhagen-based brand made a splash with its quirky take on , with viral items like its wrap dresses and cheeky slogan tees helping to propel it to international stardom. But, behind the scenes, it was deeply committed to responsible production, a pledge that eventually earned it B-Corp status in 2022.
Essentially, Ganni taught us that ethically made fashion at a more affordable price point could be cool, spearheading a paradigm shift in the fashion landscape. Peers including LA-based , Hungarian label and London’s Mother of Pearl joined the throng, rising to become our go-to cult brands. These labels are no longer outliers: enter the new guard of responsible-fashion pathfinders shaking up the way we shop.
Founded by Para Hamilton and Shafiq Hassan, donates 80% of its profits to charitable causes and 10% to its workers. The brand is committed to using high-quality, low-impact, vegan and organic materials. The New York-based label has be.
