Many fashion brands, from luxury fashion house Chloé to rental platform Vestiaire Collective, received B-Corp certification last year. Ganni is now one of the current brands to receive this certification, which reinforces its commitment to being a responsible business. Because we need transparency and we need something measurable in general.” says. “There are other tools to measure the impact of a particular product, but the only tool to measure your company’s overall performance is B Corp.”

The B-Corp certification process requires brands to answer more than 300 questions covering five key areas; management, employees, community, environment and customers. Presenting his application in August 2020, Ganni received an overall score of 90.6, placing him among the highest-rated contemporary fashion brands to achieve status. (The average company score needs to be 50.9 and the minimum score to be 80 to get the certificate.)

The cult Scandinavian brand is the best in the environment segment thanks to its commitment to less efficient and circular business models such as using recycled materials, resale and rental. got high score. However, other efforts by the brand such as the Fabrics of the Future initiative and the new carbon embed program have not been rewarded. The brand’s living wage project is also currently not reflected in its B-Corp score.

There were a few areas where we were surprised we didn’t score well,” said Reffstrup. says. “We need to strike a balance here. There are some areas that are very high priority for us and that we intend to keep ahead whether or not they are reflected in the B-Corp score.”

Still, Ganni remains ambitious to reach 150 points by 2025. (Brands with B-Corp certification have to go through the certification process every three years.) So far, only Patagonia has achieved this in the industry. In addition, the company aims to reduce its absolute greenhouse gas emissions by 50 percent by 2027, and to use 100 percent of its materials Committed to ensuring that it is recycled, organic or trademarked with a proven lower environmental impact by 2023. Expanding its circular business models remains a challenge for the brand, which aims to generate five percent of its revenues from resale and rental by 2025.

B-Corp certification has faced some criticism for relying on brands’ self-reports, although currently to share the environmental and social impacts of companies on other companies.