Copenhagen-based fashion label Ganni has opened its sixth U.S. store, bringing its distinctive brand of Scandi chic to Brooklyn’s Williamsburg neighborhood.
Located on 113 N. 7th Street, the store, which offers Ganni’s ready-to-wear and accessories, is the brand’s second in New York, following on from a SoHo location opened in October 2019.
According to Elle, the label’s SoHo store served as inspiration for the design of its new Williamsburg location, which features a combination of strong primary colors and soft pastels, as well as upcycled and recycled furnishings.
In order to give the store a local touch, Ganni also brought in Brooklyn-based artist Didi Rojas to decorate the space with her first-ever mural, as well as a ceramic sculpture of the brand’s best-selling lug-sole boots.
In celebration of the new store’s opening, Ganni hosted a party at Williamsburg’s Nightmoves on Thursday, July 22. Attendees included Paloma Elsesser, Princess Nokia and Gabriella Karefa-Johnson, as well as Rojas and Nguyen Inc.’s Kim Nguyen, who has collaborated with Ganni to create a limited-edition t-shirt reimagining the classic “I heart NY” design.
Speaking to Vogue about the creative partnership, Nguyen explained, “I was given free rein. As long as the graphics were legal, I could do it.”
Founded by gallerist Frans Truelsen in 2000, Ganni was taken over by husband-and-wife duo Nicolaj and Ditte Reffstrup in 2009, with the former serving as CEO while the latter took up the mantel of creative director. The brand has since gained a dedicated following of fans around the world and also attracted the attention of LVMH-backed investment fund L Catterton, which acquired a 51% stake in the company in 2017.
Ganni currently has 27 stores around the world and is also sold by more than 600 global retailers.
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