We are all hypocrites/frogs in a pot of boiling water
Ditch the business plan
Be vigilant, or else
Make a mental clench
Audit yourself
Two heads are better than one
Shit-hot products
No excuses! Yes is more
Investment is (and isn't) about the money
Brands make people do weird things
Responsiblity is going to cost you (and here's how much)
All aboard (the responsibility train)!
Taking stock
wins and lesssons
The carbon war
Is GANNI winning?
The playbook
Fighting the fear, forging the future

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.