Ganni x Rush

Since husband and wife duo Ditte Reffstrup, the label’s Creative Director, and Nicolaj Reffstrup, its CEO, took over the label in 2009 (it was founded by a Copenhagen gallerist nine years earlier), Ganni has steadily grown from an insider’s secret to a global phenomenon. It started out as an antidote to the perception that everyone in Scandinavia was sartorially either androgynous or bohemian, neither of which Ditte could identify with. So she set about creating clothes that she and her friends wanted to wear.

“It’s all about the contrast; wearing something feminine and pairing it with a pair of sneakers or denim,” she explains. “And, of course, effortless style, because we’re from Copenhagen; everything here seems very laid-back and cool – it’s a very easy way of dressing. For example, we use our bikes every day, and you would never see a girl wearing a pair of heels on her bike, she would always be wearing a pair of sneakers and maybe have her heels in her basket.”