🌎 How @ganni plans on cutting its carbon footprint in half (Part 2) 🌍 Yesterday I looked at why Ganni's aim to cut its *absolute* carbon emissions by 50% in five years is such a big deal. Now I'll be looking at how the brand plans on actually making it happen. There's five ways the brand plans on halving its emissions: lower impact materials, completely phasing out leather, investing in rental and re-sell, reducing the amount of air freight used to transport its goods, and most importantly, carbon insetting. And what is insetting? It's the opposite of offsetting — instead of paying to theoretically compensate for its emissions, Ganni will invest in things that *actually reduce* its carbon footprint. "The goal of the insetting strategy is to financially invest in our suppliers' transition to renewable energy, installing solar panels, and rehabilitating the natural biodiversity of the surrounding area of the factories" explains Ganni co-founder Nicolaj Reffstrup. What's so important about this insetting strategy is that it will actually reduce the impact of the fashion industry's biggest source of carbon emissions: the supply chain. And those insetting investments won't just benefit Ganni. "Insetting will not only help reduce Ganni’s overall environmental impact, but it will also have a positive effect on all brands using the same suppliers because we are investing in independent suppliers who work with other fashion brands too." It's important to note that Ganni's insetting strategy is still in the test phase. The brand is currently conducting two trials with suppliers in Portugal, and will have hard data on its impact at the end of the year. It will be tracking its progress through its annual responsibility report and the @ganni.lab page, and its footprint will be verified by Plan A, a Berlin-based carbon auditor. "The urgency of what we’re facing calls for absolute goals, there’s just no way around it if we want to drive real change" Reffstrup explains. "It’s a huge commitment and we didn’t want to oversell and underperform. We don’t have it all figured out yet but we feel more confident now that we can meet an absolute target. This is the way."