Danish brand Ganni and jeans leaders Levi’s are back for a new collaboration. After working together on an upcycled, rental-only denim capsule collection for summer 2020, the two brands are launching their second sustainable vintage look denim collection.
With 14 different pieces, the two brands have succeeded in combining style, aesthetics, and innovation. In fact, the different pieces have been created using cottonized hemp, thus reducing the use of water and the use of pesticides that are heavily used in the production of standard jeans.
“The hemp blended into these garments comes from rain-fed hemp crops, which reduces water usage even further. It is then treated in a way that softens or ‘cottonises’ the fiber, making it look and feel indistinguishable from cotton”, said Ganni in a press statement.
Levi’s Chief product officer Karyn Hillman expressed herself about the collaboration with Ganni, “It’s been amazing working with the GANNI team, we both share a passion 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”.
As part of this collaboration, the two brands also produced a launch campaign captured by Rosie Marks. The humor and softness of the images bring an extra layer of vitality to the denim collection and is an original way of photographing denim while respecting the COVID-19 guidelines.
This collection sells for between $115 and $475 and will be available at GANNI.com and Levi.com as well as Levi’s and GANNI shops worldwide and select partners from February 24.
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