Danish cult brand Ganni haved teamed up with Levi's on a 100% upcycled collection, and it's only available to rent. Instigating a circular, more planet friendly cycle for how we consume clothes, Ganni Repeat is 'to be worn by many, owned by none'.
The low impact collection is made from reconstructed Levi's 501s, and combines the iconic denim brand's longevity with GANNI’s signature design- see frilly Peter Pan collars and shirt dresses. The collection is available to rent for 1-3 weeks- simply return (for free), and the garments get a good clean before being sent on to their next owner.
Over recent years, Ganni has been working to increase their transparency as a brand, sharing the initiatives they are partaking in, such as introducing organic and recycled fabrics into collections. Having just taken part in the first partly digital Copenhagen Fashion Week with an exhibition and film, this partnership is a natural next step for the brand. The Danish capital is largely regarded as the beating heart of sustainable fashion initiatives, and Ganni Repeat more than lives up to the city's reputation as Ganni work towards reducing their impact on the environment and creating a more transparent supply chain.
"The beauty of good denim is it just gets better over time. We handpicked each pair of vintage 501s with Levi's, diving into their archive was like a treasure hunt', explains Ganni's creative director Ditte Reffstrup.