Levi’s has created an exclusive rental-only capsule collection with Danish fashion brand Ganni.
The collection, called “Love Letter,” will be available for rental through Ganni Repeat. According to FashionUnited, the collection will include 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.
“Working with an iconic brand like Levi’s is a dream come true,” says Ditte Reffstrup, creative director, Ganni. “I still have a pair of 501’s that I’ve had since I was a teen. These pieces are so versatile. You can wear them high or low waisted and style with a detachable belt. 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.”
The collection is the first rental-only collection for both brands, which aims to explore a new circular approach to fashion collaborations. Each piece will be cleaned and stored for 72 hours before the piece can be rented again.
“Ganni was the perfect partner to bring this upcycled rental collection to life,” says Karyn Hillman, chief product officer, Levi’s. “Our mutual love for denim and desire to creatively reconstruct vintage 501’s was an incredible jumping off point to create something completely new and something that would be shared. Infusing Ganni’s signature, beautiful spin into our repurposed denim icons, with some modern-day technology, allowed both brands to deliver such a unique and personal experience. Purposeful, timeless and effortless style. We love it.”
The collection will be available to rent in the U.K., the U.S. and Denmark. It will be supported by a digital experience in partnership with SharpEnd. 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. Exclusive digital content will be available as well.
Learn more about about Levi’s and the brands plans for the future by reading License Global’s latest BrandXT issue which includes an article on denim leader.