Danish fashion brand Ganni is teaming up with Levi’s on an exclusive
rental only capsule collection, which will be available through Ganni
The Ganni and Levi’s ‘Love Letter’ collaboration will feature three
staple denim pieces, a button-down shirt, 501 jeans and a shirt dress, all
of which have been made from upcycled vintage Levi’s and repurposed denim.
The upcycled designs are an ode to the “wearability, longevity and
heritage of Levi’s 501 jeans,” explained the Danish brand, while
incorporating its playful signatures and hero shapes, such as patchwork,
voluminous sleeves and Peter Pan collars.
With all styles created to be versatile in use and feature multiple
styling options, such as detachable collars and adjustable waistlines, to
combine longevity and wearability.
The capsule marks the first rental only collection for both brands and
aims to explore a new circular approach to fashion collaborations, as the
collection has been designed to be “worn by many, but not owned by anyone”.
Ditte Reffstrup, creative director of Ganni, said in a statement:
“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
Ganni and Levi’s to launch exclusive denim rental collection in the UK,
Denmark and US
Karyn Hillman, chief product officer at Levi’s, 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.”
Ganni and Levi’s ‘Love Letter’ collaboration rented through NFC
The collection, which will be available to rent in the UK, Denmark, and
the US, will be supported by a digital experience using innovative Near
Field Communication (NFC) technology in partnership with connected
experience agency SharpEnd, who will deliver a ‘post tap’ curated
experience through the NFC chip embedded with the back-patch of each piece.
Consumers will be able to rent the products by simply tapping the NFC
enabled size patch with a smartphone. Renters can unlock the history of
each piece and discover which Ganni Girls have rented out the piece before
Additionally, wearers will be able to enter a connected universe of
storytelling and information, including videos and Love Letters from Ganni
creative director, Ditte Reffstrup, exclusive content from the global
campaign shoots, style inspiration, and content from previous renters.
The denim capsule collection will be exclusively available via Ganni
Repeat, the Danish fashion brand’s rental platform, and marks the first
time its rental services will be extended across Europe and America.
Rental prices start at 45 euros / 55 US dollars to rent for a week, and
items can be rented for one, two or up to three weeks.
All rentals will be delivered in RePack reusable packaging, and all
returned items will be “carefully checked and treated” following strict
cleaning methods, and will be environmentally efficient to meets the Nordic
Swan label’s standards, explained Ganni. Each piece will be cleaned and
stored for 72 hours before being available to rent again.
Ganni, based in Copenhagen, has 27 stores across Europe, and the United
Images: courtesy of Ganni
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