Ganni's Transformative Partnership

In a significant move for sustainable fashion, the renowned Danish brand Ganni has inked a transformative four-year agreement with Ambercycle, a Los Angeles-based startup specializing in material innovation. This partnership marks a pivotal step for Ganni as they commit to purchasing Cycora, a revolutionary recycled polyester, even before its production—an example that sustainability advocates across the industry have long been urging brands to adopt.

Revolutionizing Textile Recycling

Nicolaj Reffstrup, Ganni's co-founder, expressed his conviction that Cycora could "change the game" regarding textile recycling. The fashion industry faces a significant challenge in recycling textiles due to the complexity of mixed materials, which are often impossible to separate. Conventional methods often degrade the quality of recycled fibers, as most recycled polyester currently derives from plastic bottles.

Cycora's Unique Qualities

Cycora sets itself apart by utilizing a blend of post-consumer and post-industrial polyester textile waste. However, Ganni will exclusively use post-consumer textile waste for their products. The technology developed by Ambercycle employs chemicals to separate the molecules in polyester, allowing for the creation of high-quality resin that can be spun into yarn. This breakthrough also gives Ambercycle the capability to extract polyester from textiles mixed with other fibers, paving the way for more sustainable and efficient recycling methods.

Ganni's Commitment to Sustainability

Since the beginning of their discussions in 2021, Ganni has already showcased products featuring Cycora. In 2023 alone, the brand launched a collection with a Cycora jersey containing 30 percent of the innovative material, which was later upgraded to a striking 70 percent version showcased during their Spring/Summer 2025 presentation at Paris Fashion Week, exemplifying their commitment to sustainability through their "Fabrics of the Future" initiative.

The Future of Materials in Fashion

"Securing this agreement is critical for us as we firmly believe that next-generation alternatives like fibre-to-fibre recycling represent the future of materials used in the fashion industry," Reffstrup explained. He highlighted the looming risk of being unable to access such innovations without proactive commitments from brands, particularly in a growing global market.

Challenges Ahead

While offtake agreements can mitigate risks for startups, they don't eliminate them completely. Recent events, such as Renewcell's bankruptcy after some brands failed to fulfil their commitments, serve as reminders of the inherent challenges in the industry. Nevertheless, Ganni's pilot projects utilizing similar products showcase their willingness to innovate and stay afloat in this rapidly changing landscape.

Forecasting Demand and Sustainability Goals

The agreement is not without its challenges. Forecasting demand in a volatile fashion industry influenced by consumer trends and global events can be daunting. Nonetheless, Reffstrup emphasized the importance of pursuing alternatives to traditional virgin materials, reaffirming Ganni's broader commitment to sustainability—aiming to halve its carbon footprint by 2027 and have 10 percent of their collections consist of next-generation materials.

Collaborations and Community Engagement

Additionally, Ganni's partnerships with startups like Modern Synthesis and Polybion highlight its dedication to diversifying its sustainable material sources. Reffstrup mentioned that getting various stakeholders on board—including executives and legal teams—was crucial to making this innovative leap feasible.

Investor Confidence and Market Impact

This agreement not only benefits Ganni but also signifies a positive signal to investors. Shay Sethi, the co-founder and CEO of Ambercycle, remarked on the importance of such partnerships, indicating that they provide assurance to investors regarding the viability of these groundbreaking innovations and their market acceptance.

A Unique Synergy of Brands

The collaboration with Ganni, a brand distinguished by its engaged and eco-conscious audience, represents a unique synergy. Sethi noted that Ganni's commitment to storytelling around circularity and sustainability resonates strongly with its community, enhancing the appeal of their products.

The Path Forward for Sustainable Fashion

As Ganni embarks on this ambitious journey towards sustainable fashion, the world is watching closely—will this partnership pave the way for a new standard in the industry? The answer could redefine fashion and its environmental impact for years to come.