The Danish fashion brand has successfully fabricated an only renal capsule with denim jeans brand Levi’s.
The collection they had generated is, called “Love Letter,” which will be available for rental through Ganni Repeat. According to Fashion United, the collection will incorporate the three staple denim pieces, a shirt dress, 501 jeans, and a button-down shirt.
All of them are made from upcycled vintage Levi’s and repurposed denim. The beauty of good denim is it just gets better over time. This partnership that they have taken is all about sharing that love for great denim and passing it on. They handpicked each pair of vintage 501’s with Levi’s for the project to upcycle them and also to provide them a whole new life.
The collection is the first rental-only collection for both brands, which targets to inspect a new circular approach to fashion collaborations.
According to them, Ganni was the perfect partner to bring this upcycled rental collection to life. Their mutual love for denim and wish to creatively reconstruct vintage 501’s was an incredible jumping-off point to create something wholly new and something that would be shared. Both the brands delivered such a unique and personal experience. In Purposeful, timeless, and effortless style by Infusing Ganni’s signature, beautiful spin into the repurposed denim icons, with some modern-day technology.
The collection will be supported by a digital experience in partnership with sharpened. Consumers will use the experience to rent products, tapping the near field communication-enabled size patch with a smartphone. Renters can also unlock the history of each piece, seeing who rented the pieces previously. The collection will be available to rent in the U.K., the U.S., and Denmark.
