This book is about what happened when a business leader decided not to bury his head in the
sand about climate change when he found the conversation with his kids about floods from
melting ice caps too painful since his success was wound up in their cause. This book asks
what it means to force yourself to take a different business path where the destination is a
responsible and profit-making business. GANNI the ruthlessly honest Scandinavian fashion brand
is driven by a mission to demonstrate the principles of responsible business where greater
purpose co-exists with financial ambitions. In The GANNI Playbook co-founder Nicolaj Reffstrup
unveils the strategies that propelled GANNI to international stardom (although he'd never say
that about their journey) while candidly unravelling the cultural operational and creative
components required to construct a business that embraces an uncertain future. In an engaging
conversation with esteemed industry writer Brooke Roberts-Islam Reffstrup delves into the
reality of fashion's carbon emissions and the accompanying sense of guilt associated with
growth openly discussing both triumphs and failures while honestly acknowledging the
trade-offs that come with the journey. The GANNI Playbook is the ultimate hands-on guide to
managing a decisive direct and unapologetic brand.
