Danish fashion brand Ganni and iconic American jeans company Levis have partnered on a for-rent-only capsule collection.
Aptly titled 'Love Letter' the collection comprises of three staple denim pieces including a button-down shirt, iconic 501 jeans, and a shirt dress. All of the pieces are made from upcycled vintage Levi's and repurposed denim. Priced between 55 USD for a week-long rental and 145 USD for a maximum three-week rental the pieces are available via Ganni's rental platform 'Ganni Repeat' which was launched in 2019.
According to the brand as part of a sustainability effort, all of the rentals are shipped with RePack reusable material. Pieces are checked, cleaned, and stored for 72 hours before being available to rent again in keeping with Nordic Swan label's standards. The advertising campaign features stylist Victoria Sekrier, artist Phoebe Collings-James, and model Christine Sofie Johansen.
'Working with an iconic brand like Levi's is a dream come true. I still have a pair of 501s 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 501s with Levi's for the project to upcycle and give them new life. It's been such a special and personal process,' explained Ditte Reffstrup, Ganni's Creative Director in a press release.
'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,' added Karyn Hillman, Chief Product Officer at Levi's.
The Ganni x Levi's capsule collection is available in the US, UK, and Denmark.
Check out all the looks from the capsule here
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