A fashion campaign for Ganni, a Copenhagen-based retailer.
Courtesy of GANNI

Despite having the highest B Corp certification for a contemporary fashion company when it was certified in 2022, with a score of 90.6, trendy Danish label Ganni would never call itself sustainable. “At its core, fashion thrives on newness and consumption, which is a major contradiction to sustainability,” the brand’s website states. In a retail­scape rife with greenwashing, Ganni holds itself accountable in its public annual responsibility report; its spring–­summer 2023 clothing collection is 97% “responsible” (composed of at least 50% organic, recycled, or low-impact materials). The commitment resonates. Ganni is valued at $700 million, with devoted customers who tag themselves “#Gannigirls.”

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