When covetable Danish label GANNI and heritage denim mavens Levi's shared the news of their first sustainable collaboration in August last year, it was almost impossible to get your hands on the rental-only Love Letter collection. Aware of the success, the creative minds behind the brands are back for round two; presenting an offering of timeless denim jeans, jackets, dresses and tops, each made to last using cottonised hemp. And this time, it's for you to keep.
The latest denim collaboration between GANNI x Levi's is a showcase of both brand's commitment towards responsible fashion, sustainability, and design innovation. Utilising a technology and process Levi's has been incorporating in its own creations, hemp generally requires less water and fewer pesticides in cultivation than conventionally grown cotton. The actual hemp that is blended into the items is also rain-fed crop, which reduces water usage even further. The end result is a cottonised fabric that exudes the comfort of traditional denim, without the environmental impact.
“We’re huge fans of GANNI’s work and this collaboration was an opportunity to inject their sig- nature and effortless femininity into Levi’s iconic denim, using next level sustainable materials with cottonised hemp," shared Karyn Hillman, Chief Product Officer at Levi’s.
"It’s been amazing working with the GANNI team, we both share a pas- sion for authenticity, originality, and sustainability. Ultimately, we set out to inspire authentic self-expression - creating unique and easy pieces that people fall in love with, and wear again and again and again.”
From a design perspective, the new collection champions both Ganni and Levi's mutual appreciation for one another's creative style. Standout pieces include Levi's-esque denim dresses, fitted with GANNI's signature Peter Pan collar, limited-edition GANNI prints, and 70s-inspired silhouettes.
Ditte Reffstrup, Creative Director of GANNI revealed that the two brands had instant chemistry from the beginning, sharing that they "really felt aligned on our visions from the very beginning."
"We’ve learnt so much along the way about new fabrics and the craftsmanship of great denim. I remember stepping into the Levi’s HQ and seeing team members wearing GANNI and Levi’s together and thinking; this collaboration feels so right."
With campaign imagery shot by London photographer Rosie Marks in London, Copenhagen and San Francisco, the 14-piece ready-to-wear collection will be available to shop online and in Levi’s and GANNI stores globally from this month.