In August of last year, American denim brand Levi’s and millennial-favourite brand Ganni joined forces to create a rental-only collection of three staple denim pieces, all created from upcycled vintage Levi’s and repurposed denim. Now, the duo is back again with their second denim collaboration showcasing a bunch of pieces developed using cottonized hemp fabric.
Copenhagen-based label Ganni and American outfitter Levi’s announced their second collaboration that will feature a range of denim pieces like jeans, jackets, dresses and tops.
In line with their sustainability goals, both brands have incorporated elements that contribute towards responsible fashion with the pieces using denim developed from cottonized hemp. Compared to conventionally grown cotton, hemp usually needs lesser amounts of water and fewer pesticides during the cultivation process, and given that the hemp used from rain-fed crops is incorporated into the clothes, this further reduces the water usage.
After this process, the garments undergo a treatment process where the hemp fiber softens or as the brand calls it ‘cottonizes’ thus giving the garments a look and feel similar to regular cotton.
In a press release seen by Green Queen, Levi’s Chief Product Officer Karyn Hillman said that Levi’s is a huge fan of GANNI’s work. “This collaboration was an opportunity to inject their signature and effortless femininity into Levi’s iconic denim, using next level sustainable materials with cottonized hemp. It’s been amazing working with the GANNI team, we both share a passion for authenticity, originality, and sustainability. Ultimately, we set out to inspire authentic self-expression – creating unique and easy pieces that people fall in love with, and wear again and again and again.”
This collaboration was an opportunity to inject their signature and effortless femininity into Levi’s iconic denim, using next level sustainable materials with cottonized hemp. It’s been amazing working with the GANNI team, we both share a passion for authenticity, originality, and sustainability. Ultimately, we set out to inspire authentic self-expression – creating unique and easy pieces that people fall in love with, and wear again and again and againKaryn Hillman, chief product officer at Levi’s
The collection’s theme fuses the heritage of Levi’s iconic styles with GANNI’s playful designs and feature pieces like the sailor collar top and long dress that has popper buttons, floral print jeans, and graphic tees with all pieces carrying a Levi’s x GANNI back patch.
GANNI’s Creative director, Ditte Reffstrup said that it feels great to work with a brand whose goals are similar to their own. “Working with Levi’s has been so much fun. From the moment we met, there was instant chemistry and we really felt aligned on our visions from the very beginning. We’ve learnt so much along the way about new fabrics and the craftsmanship of great denim. I remember stepping into the Levi’s HQ and seeing team members wearing GANNI and Levi’s together and thinking; this collaboration feels so right. The collection is all about timeless pieces that you want to wear over and over again. It’s classic denim with a few playful details that just get even better with time. We hope people will wear them forever.”
Filmed in London, Copenhagen and San Francisco, the campaign for the collection was shot by London photographer Rosie Marks.
Speaking to Teen Vogue, Reffstrup shared details about the campaign idea and what it represents: “We wanted to make the ordinary extraordinary with Marks signature cardboard cutouts. For this campaign, we wanted to create something that felt global, community-led, and fun. Because the pandemic teams were not able to travel, we came up with this concept of shooting a cast in London and turning them into cardboard figures, sending these on a trip to Copenhagen and San Francisco, the hometowns of both brands, and photographing the cardboard figures around the cities in iconic locations.”
According to a report, the fashion industry is responsible for generating 92 million tonnes of waste annually and driving 10% of global carbon emissions.
And as a result, many brands are coming forward to better their processes and make it kinder to the planet.
In their first collaboration that launched back in August of last year, Levi’s and Ganni capsule collection called ‘Love Letter’ showcased three staple pieces in total – jeans, a button-down shirt and a shirt dress – all made from repurposed and recycled vintage denim. Through Ganni Repeat, the brand’s online rental platform, customers were offered the option to lease out garments from the low-impact line.
Before that, Levi’s unveiled what it called its ‘most sustainable jean’ yet, created out of organic cotton and Circulose, a material that is developed out of recycled old denim fabrics and biodegradable wood pulp.
According to an analysis published in the journal Science, one of the cheapest ways to solve our environmental issues and drive reforestation is by planting billions of hemp trees. Aside from this, hemp products can also promote biodiversity as they can replace petroleum-based plastic products that contribute to micro-plastic pollution, especially given how our oceans are being filled with tiny plastic particles, suffocating aquatic life and coming back into our food chain through water and seafood consumption.
Other companies that are pioneering the use of hemp as a sustainable alternative material are New Zealand alternative protein food tech Sustainable Foods, better known by its retail brand The Craft Meat Co, that will soon launch a new hemp plant-based meat and in the sustainable fashion industry, Amsterdam-based HoodLamb by Hemp Tailors has a range of parkas and long jackets made out of hemp, and other stable materials like organic cotton and soy.
The collection is priced from US$115-Us$475 USD and is available on both the brands’ websites as well as Levi’s and GANNI stores globally.
Lead image courtesy of Levi’s.