How cool-girl brand Ganni made sustainable style a $700 million business

In 2023, Nicolaj Reffstrup made a tough decision—one that would lose his company half a million dollars in annual revenue. [Photo: Ganni] As cofounder and CEO of the edgy Danish fashion label Ganni, he saw the company’s $825 cowboy boots skyrocket to become its top-selling product. His wife, Ditte Reffstrup, the company’s cofounder and creative director, styled the boots in unexpected ways, with joggers or cargo pants. It was all part of the brand’s bold, irreverent aesthetic,...