Ganni And Levi’s “Love Letter” Denim Capsule Is Not For Sale, And Here’s Why

“Designed to be worn by many, owned by none.”


Last year, Scandi-favorite label Ganni launched its most ambitious project yet: a program where customers could rent out styles for up to three weeks. Dubbed Ganni Repeat, the concept garnered huge success in Copenhagen and now the brand is catapulting the idea across Europe and all the way to America. 

Teaming up with Levi’s for the rental-only capsule, Ganni’s “Love Letter” collection is made using upcycled vintage 501 jeans, handpicked from the archives, and repurposed to create a three-piece assortment. 

Launched at Copenhagen fashion week, the collection is made up of a blouse, shirt dress and, of course, a pair of jeans in the exploration of a more circular approach to fashion collaborations. The upcycled designs are an ode to the longevity and heritage of the iconic 501s while merging Ganni’s playful signatures and hero shapes, such as patchwork, peter pan collars and billowing sleeves.

GANNI X Levi's® Upcycled Western Shirt

As a love letter to great denim, the versatile styles have been created with a focus on customization by featuring multiple styling options through the incorporation of detachable collars and adjustable waistlines. 

Customers can find out exactly how pieces were made, who made them, where the materials come from and which #GANNIGirls have rented the item before them, creating a narrative around the journey of the garments. The collection champions the mantra that denim only gets better with age, and bolsters a shared economy that gives consumers the opportunity to participate in sustainable fashion. 

Each item is shipped in reusable RePack material and is thoroughly cleaned and stored for up to 72 hours before becoming available to rent again. 

You can sign up to Ganni Repeat for exclusive access to the “Love Letter” collection here

Photos: Courtesy of Ganni X Levi's

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