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Rent. Rethink. Reduce.

The Danish Environmental Protection Agency estimates that 39,900 tonnes of textiles are sent to landfill or for incineration each year in Denmark alone. GANNI is making strides to combat this with the introduction of a new transformative business model. GANNI REPEAT allows consumers in their home market of Denmark to rent garments from current and past season collections. The new rental platform is the latest of many steps the company has taken to help extend the life cycle and longevity of clothes.

The introduction of the platform was prompted by the signing of Global Fashion Agenda’s 2020 Circular Fashion System Commitment. Speaking on the launch, Founder of GANNI, Nicolaj Reffstrup said, “By now we all know how big a negative impact the fashion industry has on global climate. Luckily, sustainability is rapidly becoming a prerequisite for doing business in the fashion industry but also a moral obligation. And as with any other moral matters we all need to work together to get there. Two years ago, in 2017, we signed the Global Fashion Agenda Circularity Commitment with the aim to become more circular in our business operations by 2020. It’s been a journey and meant we’ve had to really rethink how we do things. In this first phase of launching GANNI REPEAT we are aiming to test, learn and refine. The end goal is creating more responsible ways of doing business in the fashion industry.”

“It’s been a journey and meant we’ve had to really rethink how we do things.”

Nicolaj Reffstrup, Founder of GANNI 

With GANNI REPEAT the Danish it brand wants to give consumers an alternative route to continually refreshing their wardrobe while making a solid commitment to the planet by reducing their fashion waste. Consumers can choose to rent immediately, or pick a future time, and simply send back the garment for free using reusable packaging service, RePack, when they’re done. If consumers fall in love with the rented item and want to keep it, they have the chance to buy the garment at a reduced cost.

The rental business model not only addresses the demand for new product in a time of fast-moving trends but also more practical wardrobe issues. Data collected by the Ellen MacArthur Foundation suggests that 42% of clothing is disposed of because it no longer fits. Renting items offers a short-term commitment that shifts the idea of ownership towards usership.

The platform is currently being trialled in Denmark; however, once GANNI has tested and refined feedback the company plans to trial globally.

Read more about the GANNI REPEAT platform.

Spotlight On is a monthly digital feature from Global Fashion Agenda highlighting sustainability updates from our partners and extended network. Read more about our partners and network.