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GANNI launches exclusive rental denim collaboration with Levi's

Tom Shearsmith
30 September 2020

Danish fashion brand GANNI has launched a collaboration with Levi’s, with an exclusive rental only capsule collection, available through the Ganni Repeat service.

The collaboration consists of three staple denim pieces —a button-down shirt, jeans and a shirt dress — made from upcycled vintage Levi’s and repurposed denim.

The upcycled designs are an ode to the longevity and heritage of Levi’s 501 jeans while incorporating GANNI’s playful signatures and hero shapes, such as patchwork, voluminous sleeves and Peter Pan collars.

All styles in the collection are created to be versatile in use and feature multiple styling options, including features such as as detachable collars and adjustable waistlines.

This capsule marks the first rental only collection for both brands and aims to explore a new circular approach to fashion, as the collection has been designed with the intention to be “worn by many, but not owned by anyone”.

Starting at £40 to rent for a week, customers can choose to rent for up to three weeks.

All rentals are to be delivered in RePack reusable packaging to keep the cycle going. According to RePack, by using reusable packaging up to 80% of C02 emissions can be saved.

All rented items are carefully checked and treated following strict cleaning methods, with  each piece cleaned and stored for 72 hours before being available to rent again.

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Ditte Reffstrup, Creative Director, GANNI, said: "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 personal process."

Karyn Hillman, Chief Product Officer, 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."

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