Ganni, the Copenhagen lifestyle brand owned and run by husband-and-wife team creative director Ditte Reffstrup and founder Nicolaj Reffstrup, has opened a month-long pop-up store in the flagship of Nordstrom in New York City.
The installation and schedule of events, which kicked off today and run through May 2, feature activities and stories around Ganni’s main responsibility projects and brand values. Last year, the Danish company unveiled the Ganni sustainability goals game plan focused on people, planet, product and prosperity with 44 goals to be achieved by 2023.
In addition to selling the Spring 2021 collection, which includes clothing, shoes, accessories and handbags, Ganni has created three exclusive Smiley Face hoodies for Nordstrom made from certified recycled polyester and organic cotton. The hoodies, which cost $ 185, are available on nordstrom.com and at several Nordstrom stores starting today, such as downtown Seattle; Oakbrook, Illinois; Costa Mesa, California; Canoga Park, California; San Diego; King of Prussia, Pennsylvania; Dallas; Aventura, Florida; Vancouver, British Columbia and Toronto.
As part of the launch of its Nordstrom’s Center Stage, Ganni is highlighting its accountability efforts through partnerships with creatives such as artist Hayley Blomquist, stylists Mecca James-Williams and Ian Bradley, and photographer Carlotta Kohl. Ganni will host a series of events and social programs with the themes: Rediscover, Recycled, Repair and Rewear.
To Rediscover, from today until April 7, Ganni has organized a guide to rediscovering downtown New York, in collaboration with Kohl, a New York-based model and photographer. The @ Ganni.guide started out as a dedicated Instagram account where the brand spotlighted cool hangouts and things to do in its hometown of Copenhagen, but quickly became an international guide to the cities that are home to its flagship stores. . The Nordstrom x Ganni guide explores downtown New York and aims to rediscover the city after last year’s lockdown.
For Recycle, from April 8 to 14, @Nordstrom and Ganni Girls (brand ambassadors), based in New York, Hedi Stanton, photographer and Jeannie Jay Park, model, highlight all the materials responsible for Ganni’s current collection , including recycled polyester, organic cotton, Lenzing Ecovero. Ganni x Center Stage consists of 62% responsible products, made up of products made with recycled, organic and certified materials.
For repair and reuse, April 15-17, Ganni x Center Stage will offer an in-store repair and personalization station hosted by New York artist Blomquist, where a customer can bring in new and old Ganni items and their give new life by having them personalized with exclusive Ganni patches or repair clothes that require special care. Customizations are free.
For Rewear, from April 22 to 30, New York stylist James-Williams will share how to style and reinvent his Ganni wardrobe from season to season.
FOR MORE STORIES:
Ganni launches virtual concert to close Copenhagen Fashion Week
Nordstrom wants you to buy wholesale, buy zero waste with the free package
Ganni wants to set a new tone for the decade
New @Nordstrom Pop-up Concepts to Embrace Black Fashion
‘Unexpected Headwinds’ Lower Nordstrom Sales and Profits