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Levi’s and millennial-favourite brand Ganni have collaborated to create a new rental-only collection of three staple denim pieces – all crafted from upcycled vintage Levi’s and repurposed denim. Customers will be able to lease out garments from the new low-impact line through Ganni Repeat, the brand’s online rental platform.
Copenhagen-based label Ganni and American outfitter Levi’s have just dropped their new capsule collection that fully embraces circularity. The collection, called “Love Letter”, offers three staple pieces in total – jeans, a button-down shirt and a shirt dress – all made from repurposed and recycled vintage denim that has been handpicked from Levi’s and designed with Ganni’s signature patchwork flair and playful silhouettes.
The pieces will be exclusively available on Ganni’s online rental platform Ganni Repeat, marking both brands’ first rental-only concept. Customers in the U.S. and Europe will be able to rent out the denim garments from US$55 per week for up to three weeks. All parcels are delivered in reusable packaging, and once returned, the pieces will be professionally cleaned, stored for at least 72 hours before reshipped to the next customer.
Each piece will also come with a special tag, which customers can scan to open up information on special styling tips, comments from previous renters and the garment’s design and history.
While an official launch date has yet to be released, both Ganni and Levi’s say that the rental-only capsule line will soon be available to customers.
“Working with an iconic brand like Levi’s is a dream come true,” said Ditte Reffstrup, Ganni’s creative director. “The beauty of good denim is it just gets better over time. The partnership is all about sharing that love for great denim and passing it on.”
“Ganni was the perfect partner to bring this upcycled rental collection to life,” said Karyn Hillmanm, the chief product officer at Levi’s.
Working with an iconic brand like Levi’s is a dream come true. The beauty of good denim is it just gets better over time. The partnership is all about sharing that love for great denim and passing it on.Ditte Reffstrup, Creative Director at Ganni
“Our mutual love for denim and desire to creatively reconstruct vintage 501s was an incredible jumping off point. We infused Ganni’s signature, beautiful spin into our repurposed denim icons, creating something completely new, and something timeless to be shared.”
The move comes as the fashion brands come under fire for their role in fuelling the industry’s enormous environmental footprint, from generating 92 million tonnes of waste annually to driving 10% of global carbon emissions.
Last month, Levi’s debuted its “most sustainable jean” yet, which is made out of organic cotton and Circulose, a material crafted out of recycled old denim fabrics and biodegradable wood pulp. Its new rental initiative with Ganni represents a ramping up of its eco-credentials, no doubt in response to consumer demand for more sustainable and circular fashion options.
Rental has become one of the most popular choices for shoppers looking to stay fashionable while minimising their environmental footprint. Over the past few years, platforms such as Rebag have experienced surging sales, prompting even the biggest mainstream labels to hop on the rental trend, including H&M’s flagship store in Stockholm and its sister brand COS in mainland China.
All images courtesy of Ganni / Levi’s.