Symbiosis

Danish affordable luxury brand GANNI has joined forces in its fourth collaboration with Icelandic outerwear company 66°North. The 14-piece collection was showcased as part of GANNI's FW23 show during Copenhagen Fashion Week. The latest partnership further solidifies the symbiotic relationship between Ganni and 66°North, which melds practical proficiency with playful contemporary design.

This season the partnership has taken a retrospective approach, looking back and selecting key aesthetics from both brands' rich archives; AW23 features pieces like the Kria Jacket that draws on 90's silhouettes and designs with its dropped drawstring waist and bright panelling, while other elements reminiscent of that decade include cargo pants, bombers, zip necks and long coats, all constructed using repurposed fabrics such as recycled polyester.

The result is a collection that delivers on the brands' sustainable principles whilst being practical and adaptable to changing weather conditions. It demonstrates a substantial synergy between Ganni's vibrant and affordable contemporary luxury and 66°North's functional outerwear, rooted in the tradition of its locals, now also serving as part of a modern urban wardrobe.

The collaboration, with its bright highlights tempered by the earth-toned palette, represents the Icelandic people's connection to their land and their positive approach to life with their amplitude of humour that helps them navigate the challenges of life in the northern hemisphere. It's a partnership further strengthened by the shared manifestos towards environmental objectives through 66°North's choice of recycled materials, their comprehensive approach to circularity and Ganni's Responsibility Game Plan, which ensures 50% or more of the fabric composition is certified recycled, lower-impact, or organic.

“I can’t believe it’s our fourth collaboration; we’re just so aligned as people and as brands. We share the same sense of pride in where we come from.”

— Ditte Reffstrup

Form and function through fashion design can fluctuate between practicality that lacks excitement and eye-catching design that misses on wearability. However, this collab strikes a balance that ensures it will appeal to a full spectrum of society, who, through their choice of these striking pieces, are joining forces with these brands to positively impact the planet through their wardrobe choices.

Ditte Reffstrup, Creative Director, GANNI, said, "I can't believe it's our fourth collaboration; we're just so aligned as people and as brands. We share the same sense of pride in where we come from, and for this collection, I wanted to go back to our roots and revisit some of those iconic pieces that really make us who we are. This season I have been reflecting on our journey, and I love how those introspective elements come across in the collection while still being fun and new."

While Bjarney Harðardóttir, CEO, 66°NORTH said, "It's inspiring to see both brands bring their unique DNA to the table. I am thrilled about the outcome, and I hope you like it as much as I do!"