The Danish lifestyle brand adds a colorful second outpost for Angelenos
Words by KELSEY McKINNON
It didn’t take long for Los Angeles fashion plates to embrace the quirky elegance of Danish brand Ganni, founded by husband-and-wife team Ditte and Nicolaj Reffstrup. Continuing the label’s global domination (brick-and-mortar locations already exist in major cities like Stockholm, London, New York and Miami), Ganni throws open the doors of its sophomore outfit in L.A., after Melrose Avenue, with a new boutique in downtown — only the brand’s fourth store in the U.S.
The cozy, 1,000-square-foot sister shop to West Hollywood is in the heart of the historic theater district and boasts many of the brand’s hallmarks — chiefly, colorful, retro-inspired interiors that feel lightyears away from the stark Scandi minimalism of recent years.
“I love the less polished feel of the theatre district,” Ditte says. “It’s an ever-evolving place full of personality near some of my favorite spots like The Broad and Grand Central Market. Our second L.A. store is a lot smaller than [the one on] Melrose, creating a more intimate, unexpected experience.”
Inspiration for the new boutique stems from the Reffstrups’ own hygge-filled home in Copenhagen near Ganni’s headquarters. Store visitors will find an eclectic mix of ceramics and artworks from up-and-coming female artists, including Nina Nørgaard, Jessica Hans and Emma Kohlmann as well as unique vintage furniture pieces from Denmark’s most celebrated midcentury modernist design legends, such as Børge Mogensen.
Photographs of the Danish capital by Serbian photographer Ana Kraš and upcycled rugs made from discarded fabrics set the stage for Ganni’s trend-defying (and well-priced) assortment of printed dresses and irreverent streetwear. “Growing up, I was influenced by American culture and MTV,” Ditte explains.
To celebrate the launch, Ganni has designed a limited-edition, seven-piece capsule of patchwork leather styles plus leopard- and tiger-print dresses, shirts, shorts and a swimsuit available exclusively at the new store. And let it be known that this latest move by the brand might not be the end of the story: “L.A. is such a creative city. I can’t keep away,” Ditte says.
860 S. Broadway, L.A.
Feature image: GANNI’s new DTLA boutique, a sister store to the brand’s Melrose Avenue location. All photos courtesy of Ganni.
Jan. 24, 2020
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