GUSTAF WESTMAN BÄRKRAFTIG:
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03 INTRODUCTION 04 GUSTAF X GANNI IN 06 HARMONY SUSTAINABILITY
08 SIGNATURE SUSTAINABLE HOODIE
WESTMAN 09 GUSTAF APP
10 RE-SELL GUIDE
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Introduction: Harmony in Sustainability Collection Welcome to a collaboration that transcends fashion — a fusion of Gustaf Westman’s artistic vision and Ganni’s contemporary style, harmonizing with the values of sustainability. Dive into a collection that redefines elegance through eco-friendly practices and design — Gustaf x Ganni. In a world where fashion is not just about what we wear but also about the impact it leaves, Gustaf Westman and Ganni have come together to create a collection that transcends trends. It’s a celebration of individuality, an ode to the environment, and a commitment to a brighter, more sustainable future. In these pages, discover the stories behind Gustaf’s artistic brilliance, the
evolution of Ganni’s legacy, and the harmonious collaboration that birthed a collection with purpose. From the design philosophy that breathes life into each garment to the limited edition experience awaiting the discerning consumer, every aspect of this collaboration is a testament to style and sustainability walking hand in hand.
collection, each one echoing the values of accessibility and sustainability.
This catalogue is not just a celebration of fashion; Join us as we it’s an invitation to delve into the key embrace a new pieces that de- way of dressing fine this unique — one that resonates with your
values and leaves a positive mark on the world. Whether you’re a seasoned advocate for sustainability or just beginning your journey, Gustaf x Ganni welcomes you to a world where style is a conscious choice. Get ready to ex-
plore, be inspired, and make a statement — because sustainability is not just a choice; it’s a lifestyle. Here’s to a symphony of style and sustainability.
“Gustaf x Ganni welcomes you to a world where style is a conscious choice.” 3
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GUSTAF’S
VISION
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I always describe myself as quirky and playful! I am not the artsy, lonely designer. I am more of the social type. Wethecool Magazine
What emotions do you want to convey with your design? – You should feel happy. The furniture is allowed to stand out from the rest of the decor. This contributes to creating harmony. The feeling of coming home and being greeted by my furniture should be relaxed, delightful, and pleasant. Gina Tricot Interview How would you describe your personal style, both in your home and wardrobe? – My home is like my furniture. Literally, because I have my furniture here. I like to mix things, both colors and patterns, but also old and new. I buy a lot from flea markets and second hand. I have always had a keen interest in fashion and make only well-considered purchases, ensuring that the clothing is something I know I will use a lot and can keep in my wardrobe for a long time. Gina Tricot Interview
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It’s really cool to give old things new life and recycle what already exists. The furniture that is produced is made in a small carpentry workshop in Småland. Genuine, old-fashioned craftsmanship, but in a modern way. Gina Tricot Interview
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GANNI’S
LEGACY
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We don’t identify as a sustainable brand, because at its core fashion thrives on newness and consumption, which is a major contradiction to the concept of sustainability. That’s the honest truth. GANNI Website
CONFIDENCE
Very early on I (Ditte Reffstrup) learnt how you could actually make people feel better about themselves through clothing
RESPONSIBILITY
Behave responsively, Not sustainably – no fashion brand is sustainable.
COMMUNITY
Ganni has always been a team effort; that’s how we’ve handled and conquered creative processes. As a natural extension of that, we’ve always been about creating a community around what we did.
“
Behave responsively, Not sustainably – no fashion brand is sustainable. But we try to be responsible in our approach to how we leave the world behind us. The first major step is acknowledging that you are not sustainable, because you live off raw consumption. You live off of newness. You need to be transparent about where you are, and hopefully you can make some progress. Another Magazine
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HARMONY
IN
Explore the journey behind the Harmony in Sustainability Collection
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Conceptualization
Material Sourcing
Brainstorming and ideation sessions between Gustaf Westman and Ganni design teams.
Researching and identifying sustainable materials, emphasizing organic cotton and recycled fibers.
Defining the sustainable vision for the hoodie, exploring materials, colors, and design elements.
Collaboration with eco-friendly suppliers and finalize material choices.
STYLE WITH PURPOSE STYLE WITH PU 03 Design Development and Prototyping
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SUSTAINABILIT Y a tale of creativity, responsibility, and the pursuit of a greener tomorrow.
04 Production Full-scale production of the hoodies and monitoring production progress, ensuring adherence to sustainability and quality standards. Gustaf Westman is producing the collection in Sweden, in collaboration with local textile manufactures.
URPOSE STYLE WITH PURPOSE STYLE 05 Launch Preperations
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Prepare marketing materials, including photoshoots and promotional content.
Launch and Sale
Coordinate with retail partners for instore displays and online launches.
Launching the collaborative Gustaf x Ganni hoodie collection through various channels. Monitoring sales, gather customer feedback, and address any issues or concerns.
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SIGNATURE SUSTAINABLE HOODIE
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GXG Signature Sustainable Hoodie:
A Statement in Style and Sustainability The hoodie bears the signature touch of Gustaf’s whimsical forms and vibrant hues, ensuring that it stands out as an icon of contemporary artistry. The design harmoniously integrates with Ganni’s modern flair, creating a truly unique piece that resonates with the individuality of the wearer.
The Gustaf x Ganni Signature Sustainable Hoodie is more than fashion; it’s a symbol of your commitment to a sustainable lifestyle. Empowering Your Choice: By choosing the Gus-
taf x Ganni hoodie, you become a part of a movement that adLimited Edition vocates for a greener Exclusivity: future. We believe in This hoodie isn’t just empowering consuma garment; it’s a state- ers to make conscious ment. choices that resonate As part of our limited with their values. Every edition release, each purchase contributes piece is numbered and to a positive impact comes with exclusive on the environment design elements, mak- and supports a vision ing it a coveted collec- of fashion that trantor’s item. scends trends.
A Wardrobe Essential with Purpose: Elevate your wardrobe with a hoodie that not only complements your style but also aligns with your values. The Gustaf x Ganni Signature Sustainable Hoodie is not just a fashion statement; it’s a decla-
ration of your commitment to a more sustainable and mindful way of living.
Make a choice that transcends fashion — choose the Gustaf x Ganni Signature Sustainable Hoodie and wear art with purpose.
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GUSTAF WESTMAN APP: Your Gateway to Sustainability and Community
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Our dedication to innovation and conscious living goes beyond the threads. We proudly present the GUSTAF WESTMAN APP, an intuitive platform designed to enhance your experience, empowering you to make mindful choices and extend the lifecycle of your wardrobe.
E-SELL RE-SELL RE-SELL RE-SELL
SELL RE-SELL RE-SELL R
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RE-SELL Now, let’s take it a step further with our GUSTAF WESTMAN APP: Resale Guide. This handy tool empowers you to effortlessly resell your hoodie, contribute to circular fashion, and foster a community committed to a sustainable lifestyle.
SCAN
LIST
SELL
Scan the QR-code on your hoodie, and install the app.
Make a listing with all the details, and make sure to have a fair price.
Now you are ready to sell! Make sure to stay updated on the app - communication is KEY.
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GUSTAF WESTMAN BÄRKRAFTIG:
X GANNI BÆREDYGTIGHED
01
No.
STYLE WITH PURPOSE