The joint venture is another win for sustainability, part of a rental fashion revolution that’s striving to tackle the industry’s waste problem.
Earlier this year, the CEO of Copenhagen Fashion Week announced an action plan to hold all participating designers accountable to a number of environmental requirements. Hoping to transform the event into a ‘platform for advocacy,’ Cecilie Thorsmark outlined what she refers to as a radical new way of thinking about fashion week without actually needing to ditch the existing format.
Following this, Millennial-favourite brand Ganni has teamed up with American outfitter Levi’s for its SS21 collection on an exclusive capsule that focuses entirely on low-impact, circular design. Dubbed ‘Love Letter,’ it consists of upcycled Levi’s material and repurposed denim, all available to rent.
Yes, that’s right, presenting an ode to the longevity and timelessness of denim, Ganni and Levi’s will only let consumers borrow the pieces, promoting the idea that clothing doesn’t have to be owned for it to be loved. ‘Our mutual love for denim and desire to creatively reconstruct vintage 501’s was an incredible jumping off point,’ says CPO at Levi’s, Karyn Hillman. ‘As a result, we’ve managed to create something completely new, as well as something timeless to be shared.’
A first of its kind, the modest (yet durable) offering consists of just three staple designs: a pair of classic 501 jeans, a dress, and a button-down shirt. In addition, everything is designed to be versatile enough for individual styling choices: think optional, voluminous patchwork sleeves, adjustable waistlines that let you choose between a low or high waisted fit, and detachable peter pan collars.
‘The beauty of good denim is it just gets better over time,’ says Ditte Reffstrup, Ganni’s creative director. ‘The 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.’ In combining its signature, quirky silhouettes with the perennial material, the Danish label has produced a range of truly stylish and – more importantly – sustainable items, which can be found exclusively on its new rental platform, Ganni Repeat.
View this post on Instagram
+ JOIN THE RENTAL MOVEMENT + Introducing GANNI REPEAT 🔁 We're on a mission to become circular & increase the lifecycle of our clothes wherever we can Rethink the way you refresh your wardrobe, rent on repeat. repeat.ganni.com *For now, GANNI REPEAT is only available for our Danish community, once we've tested, we'll launch for everyone. Watch this space. We'll be carbon compensating the C02 emissions generated from rental deliveries Wear it & share it #GANNIREPEAT