Founded in 2000 by an art connoisseur and gallery owner to design the perfect cashmere knit, Ganni is based in Copenhagen. Since 2009 the label is owned and run by husband-and-wife team creative director Ditte Reffstrupp and CEO Nicolaj Reffstrup. “With Ganni we wanted to do something different than the typical stereotypes of Scandinavian fashion, which when we started were either high-concept Scandi-style or girly-boho. Aiming to create a third alternative, we sought after a more playful and effortless approach to design, that represents how I want to dress and look. Without strict dogmas or rules, but with room for personality, contrasts and experimentation.”- Ditte Reffstrup, Creative Director The label’s mission is to create effortless, easy-to-wear pieces that women instinctively reach for, day in, day out. As Danes, Ditte and Nicolaj Reffstrup were taught to appreciate beautiful aesthetics simply by being brought up surrounded by quality design. It’s a premise they work very seriously with, both proud of their Nordic design heritage, but not limited by its traditional minimalist expression.