Ganni is taking the planet’s future into its own hands, by launching a rental service.
With Ganni Repeat, the Danish label wants its customers to rethink the way they shop and use their wardrobe, by renting clothes and therefore reducing waste.
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.”
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+ JOIN THE RENTAL MOVEMENT + Introducing GANNI REPEAT We're on a mission to become circular & increase the lifecycle of our clothes wherever we can Rethink the way you refresh your wardrobe, rent on repeat. repeat.ganni.com *For now, GANNI REPEAT is only available for our Danish community, once we've tested, we'll launch for everyone. Watch this space. We'll be carbon compensating the C02 emissions generated from rental deliveries Wear it & share it #GANNIREPEAT
“Rethink the way you refresh your wardrobe, rent on repeat.
“We’ll be carbon compensating the c02 emissions generated front rental deliveries. Wear it and share it.”
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.
There’s a clear appetite for sharing when it comes to fashion; style lending site Rent the Runway was valued at a billion dollars in May this year.
Ganni Repeat is currently being tested on its Danish community, but it will be rolled out internationally in the near future.
From Harper's BAZAAR U.K.