The brand are on a mission to increase the lifecycle of their clothes, and we're okay with it!
We needn't wax lyrical (again) about our love for the Danish label and their cult-like clothes, but today, GANNI has gained an even more special place in our hearts, announcing their efforts to become more circular and reduce waste.
Ganni, On Repeat
The brand announced the new venture via Instagram, saying: “We’re on a mission to become circular and increase the lifecycle of our clothes wherever we can.”
“Rethink the way you refresh your wardrobe, rent on repeat.
The rental site currently has all the label's must-have pieces available to rent for one to three weeks. Customers can borrow their favourite items on repeat to keep the cycle going or buy the item outright.
Fashion Goes Green
While the fashion rental game isn't entirely green, GANNI has confirmed they will be carbon compensating for the C02 emissions generated by production and deliveries.
Here's hoping the GANNI REPEAT launch proves successful in Denmark and it gets rolled out across Europe ASAP.