Fashion / Feature

Love Letter – Ganni and Levi’s launch exclusive rental only capsule collection

A circular approach to a fashion collaboration. Danish fashion brand Ganni have teamed up with iconic denim powerhouses Levi’s on an exclusive rental only capsule collection.

The collaboration titled Love Letter, is made up of three staple denim pieces including a button-down shirt, iconic 501 jeans and a shirt dress all made from upcycled vintage Levi’s and repurposed denim.

The capsule collaboration is the first rental only collection for both Ganni and Levi’s. The upcycled designs honor the wearability and heritage of the Levi’s 501 jeans while incorporating Ganni’s playful signature styles and shapes such as patchwork, voluminous sleeves and Peter pan collars. All styles have been created to be versatile in use and feature multiple styling options, such as detachable collars and adjustable waistlines.

 

 

Stating in a press release, Ditte Reffstrup, Creative Director of Ganni said, “Working with an iconic brand like Levi’s® is a dream come true. 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. The beauty of good denim is it just gets better over time. 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. It’s been such a special and personal process.”

Karyn Hillman, Chief Product Officer at Levi’s further added, “GANNI was the perfect partner to bring this upcycled rental collection to life. Our mutual love for denim and desire to creatively reconstruct vintage 501’s was an incredible jumping off point to create something completely new, and something that would be shared. Infusing GANNI’s signature, beautiful spin into our repurposed denim icons, with some modern day technology, allowed both brands to deliver such a unique and personal experience. Purposeful, timeless, and effortless style. We love it.”

 

 

A love letter to denim, the collection is designed to be worn by many, only getting better with age and wear over time. The capsule has also curated a digital experience supported by Near Field Communication (NFC) technology. This allows renters to unlock the history of each item by tapping the NFC enabled patch on their smartphones along with discovering which customers have rented out the pieces before them. Enabling complete transparency and peace of mind for future renters.

The denim capsule is exclusively available via Ganni’s rental platform GANNI REPEAT and users can choose to rent for one, two or even up to three weeks - Though we must mention this is only for lucky US, UK and Denmark customers this time round.

 

 

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