Fashion brands Ganni and Levi's have teamed up to create an exclusive rental style capsule collection. Unveiled on August 10, the Danish brand and the American denim brand have joined forces to create "Love Letter" – a three-piece classic denim collection that's intended to be an effort for sustainability.
In its modest offering, "Love Letter" features the classic 501® jeans, a button-down shirt, and a t-shirt dress made entirely from “upcycled vintage Levi’s® and repurposed denim.”
“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,” Ditte Reffstrup, Ganni's creative director, said in a statement.
The "low-impact, rental-only" collection is intended to be “a love letter to great denim” and spotlights how “sharing denim that gets better over time” could be an option. “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,” Karyn Hillman, chief product officer at Levi’s said about the joint venture. “We infused Ganni’s signature, beautiful spin into our repurposed denim icons, creating something completely new, and something timeless to be shared.”
“Love Letter” will be released exclusively at Ganni’s own rental platform, Ganni Repeat, with services being available for the first time across Europe and America. Ganni first launched Ganni Repeat in 2019. Prices for pieces in the collection start at $55 for a week-long rental and go up to $145 for a maximum three-week rental. Prices vary depending on the rented piece.
Per the brands, all rentals will be delivered using RePack reusable packaging as part of a sustainability effort and all rented items will be checked and treated following strict cleaning protocol that abides by Nordic Swan label's standards. “Each piece is cleaned and stored for 72 hours before being available to rent again. The entire washing process is environmentally efficient,” the brands informed via a release.
This collaboration is said to be the beginning of a long-term partnership between Ganni and Levi's – would you try rental denim or would you have reservations?
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