Levi's and GANNI Join Forces for a Rental-Only, Sustainable Denim Collaboration
Featuring three staple repurposed pieces.
With Copenhagen Fashion Week kicking off today, Danish label GANNI has teamed up with Levi’s for a special collaboration that can be rented only. Featuring wardrobe staples, the partnership highlights sustainability, a key focus of CPHFW as announced earlier this year.
Arriving in three denim items, the “Love Letter” collection is made using upcycled vintage Levi’s pieces and repurposed denim. A combination of the American brand’s heritage of 501® jeans and GANNI’s playful style, silhouettes are accentuated with details including voluminous sleeves and Peter Pan collars. A button-down shirt, jeans and shirt-dress focus on versatility and customizable looks with detachable collars and adjustable waistlines.
“I still have a pair of 501®s that I’ve had since I was a teen. These pieces are so versatile. You can wear them high or low waisted and style with a detachable belt,” Ditte Reffstrup shared in a press release. “This partnership is all about sharing that love for great denim and passing it on. We handpicked each pair of vintage 501®s with Levi’s for the project to upcycle and give them new life,” she further commented on the two brands’ first-ever collaboration.
In addition to the sustainability aspect, the partnership taps into digital innovation by using Near Field Communication (NFC) technology, allowing wearers to learn about the history of each item by tapping their phone on an NFC-enabled patch. Renters will also be able to take a look at customers that have worn the item before them.
Available via rental only, the low-impact denim capsule has now landed at GANNI’s rental platform GANNI Repeat, which has been extended across Europe and America. Starting at $55 USD per week, you can choose to wear one or all three pieces from the range. All deliveries arrive in RePack reusable packaging, and each item is carefully treated following strict and environmentally-efficient methods.
