The Copenhagen-based clothing brand opens its second Los Angeles storefront with sustainable displays and vintage Danish furniture.
By Claire Butwinick
Ganni has taken up residence in downtown Los Angeles’s theatre district. Opened Friday, January 24, just three months after debuting its first LA storefront on Melrose Avenue in West Hollywood, Ganni’s latest brick-and-mortar affirms America’s budding love affair with Danish fashion. And according to Ganni’s coowners, husband-and-wife duo Ditte and Nicolaj Reffstrup, the feeling is mutual.
“LA is such a creative city,” says Ditte Reffstrup, who has run the clothing brand with Nicolaj since 2009. “I can’t keep away and found myself coming back to the city for inspiration. Our Melrose store was just the beginning, and we’re so excited to open downtown. I love the less polished feel of the theatre district. It’s an ever-evolving place full of personality near some of my favorite spots like The Broad and Grand Central Market.”
Located on 9th and Broadway, the pastel-painted storefront is outfitted with sustainable decor, stocked with limited-edition pieces, and across-the-street-neighbors with the iconic Eastern Columbia Lofts. Designed using as little waste as possible, Ganni’s design team grounded the intimate 1,000-square-foot space with a textured terrazzo-style display made from recycled plastic. Along the store walls are vintage furniture finds from Denmark’s most celebrated midcentury designers like Børge Mogensen. Interior trays were also made from pressed old fabric and rugs were made from upcycled leftover Ganni fabrics from previous collections.
Paying homage to the brand’s Danish roots, Ditte and Nicolaj Reffstrup accented the space with pieces from Scandinavian artists, including Nina Nørgaard, Jessica Hans, and Emma Kohlmann, and hung photos of Copenhagen by Serbian photographer Ana Kraš. While the store’s design is undoubtedly Scandi, Ganni’s latest capsule collection takes tips from American pop culture. Embracing its new West Coast stomping ground, Ganni released a limited-edition seven-piece capsule collection, including a purple tie-dye logo t-shirt, a leather patchwork skirt, and leopard- and tiger-print dresses, shorts, and swimsuits inspired by vibrant graphics from MTV.
Ganni’s downtown LA store is the brand’s fourth brick-and-mortar location in the United States. It’s open now at 860 South Broadway, Los Angeles, CA 90014.