I'm Imran Ahmed, founder and CEO of the Business of Fashion, and welcome to the second season of Drive, delivered by D.H.L.

Where we hear the stories of fashion's most dynamic entrepreneurs in their own words.

This season, we're focused on sustainable entrepreneurship.

And today I sit down with Nikolai Refstrup of Ghani, which he owns with his wife,

who is also the brand's creative director. Nikolai advises fashion entrepreneurs to turn their

sustainability goals into something tangible and measurable so that both employees and consumers

can connect with the company's ethos.

I mean, you need to kind of tell positive stories and show people that you can actually make a change because, like, just telling people how bad things look won't motivate anyone to make that change.

Being a fashion company that kind of fives off of newness and have to kind of deliver an innovative

product to the market.

That's probably the biggest challenge that we have. Like finding innovative, interesting,

relevant fabrics that are certified or sustainable in some way or another. Like a certified garment

or fabric would typically cost you 8, 10% more than a conventional fabric.

Quite often it's down to how much money are you willing to spend.

So here is my conversation with Nikolai Restrup to learn what it really takes

to build a global fashion business from scratch.

Nikolai, welcome to London.

Thank you so much.

Thank you for joining us here for another episode of Drive.

I think, as you know, in this series, we look to understand the entrepreneurial journey

of people who are building sustainable fashion businesses.

And I'm really interested in learning the story about Ghani

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