The organization I chose is a Danish clothing brand called GANNI. This organization is situated within the fashion industry. It started in 2000 and is based in the heart of the fashion capital Copenhagen. GANNI is represented in over 400 of the world’s finest retailers in addition to owning 20 concept stores across Scandinavia.
The Danish brand wants to do something different from what the stereotypical Scandinavian fashion is trying to steer you into. Scandinavians often feel restrained by what and how one wants to dress. GANNI wants to break those rules and make room for personality, contrasts and experiments without exaggerating it.
Design solves problems and, in this case, Scandinavia needs a new innovation- to not be within a square. GANNI is solving this problem by creating vibrant garments meeting the needs of the people who absolutely needs a fresh breath of change. The typical Norwegian clothing style for instance would often be describes as dispute. As a result of this, if you chose to stand out, you will be most likely be called out and often described as overdoing it. No one wants that or even give them the chance to do so. Therefore, is GANNI a perfect brand of solution for Scandinavia within fashion design. Creating a perfect balance between a playful and effortless design giving the Nordic design a cutting edge of approach. They want you to represent who you are by the way you chose to dress without feeling indirectly controlled. The brand is still proud of their Nordic design heritage, but is also lowkey breaking their connection with the stereotypical Scandinavian minimalism within the design which is solving this controversy of clothing restrictions.
I believe their biggest competitor at the moment is another popular Danish designer named Stine Goya who are mostly known for her vibrant colors, experimental and bold outline within the design. She has extreme similarities to GANNI and have similar concepts about trying to find the perfect combination for expressing oneself through style while also being a little bit bold. Coincidently they have both been around for a similar amount of time in the fashion field as well. Another thing GANNI is known for is their exceptionally atmosphere. Taking care of not only their costumers, but also their atmosphere will make them stay dominant in their field. Besides being all of this, they always also keep in mind what kind of impact the production has on the environment which is also making them prominent compared to Stine Goya.
What I find unique about this company is how it all started. Everything started by a wish and desire to create the perfect cashmere knit, and the person behind it were an art connoisseur and gallery owner. It all begun with a simple desire and suddenly GANNI became one of Denmark’s most known brands. Another unique thing about GANNI is their engagement in being a sustainably company. They state that being honest is more important to them than being perfect, and that they always strive to do better each and every day. They also point out that as a fashion brand they look at sustainability as a moral obligation. I think this is beautiful and shows how authentic and honest they truly are. Which again is something extremely important within the design industry, right next to being environmentally friendly.
References:
https://www.ganni.com/en-no/about-us.html
https://stinegoya.com/
Making sense of art and design industries 