Danish fashion label GANNI and iconic American denim brand Levi’s® are back for a second collaboration of timeless denim jeans, jackets, dresses and tops, each made to last using cottonized hemp.
Building on the previous upcycled, rental-only GANNI & Levi’s® “Love Letter” collection that launched in August 2020, the latest collaboration celebrates both brands’ efforts towards responsible fashion, sustainability, and design innovation—this time using denim crafted from cottonized hemp. Hemp generally requires less water and fewer pesticides in cultivation than conventionally grown cotton. The hemp blended into these garments comes from rain-fed hemp crops, which reduces water usage even further. It is then treated in a way that softens — or “cottonizes” —the fiber, making it look and feel indistinguishable fromcotton.
“We’re huge fans of GANNI’s work and this collaboration was an opportunity to inject their signature and effortless femininity into Levi’s® iconic denim, using next level sustainable materials with cottonized hemp. It’s been amazing working with the GANNI team, we both share a passion for authenticity, originality, and sustainability. Ultimately, we set out to inspire authentic self-expression - creating unique and easy pieces that people fall in love with, and wear again and again and again.” – Karyn Hillman, Chief Product Officer, Levi’s®.
The new collaboration plays off the brands’ mutual appreciation for one another by combining their signature design details, with each piece featuring the Levi’s® x GANNI unique back patch. Featuring standout denim dresses with Peter Pan collars, limited-edition GANNI prints, and ‘70s-inspired shapes, the collection builds on the heritage and authenticity of Levi’s® iconic styles with GANNI’s playful design signatures and hero shapes sprinkled throughout, all in innovative, responsible materials.
“Working with Levi’s® has been so much
fun. From the moment we met, there was instant chemistry and we really felt aligned on our visions from the very beginning. We’ve learnt so much along the way about new fabrics and the craftsmanship of great denim. I remember stepping into the Levi’s® HQ and seeing team members wearing GANNI and Levi’s® together and thinking; this collaboration feels so right. The collection is all about timeless pieces that you want to wear over and over again. It’s classic denim with a few playful details that just get even better with time. We hope people will wear them forever.” – Ditte Reffstrup, Creative Director, GANNI
To celebrate the coming together of the two brands again, the campaign was shot by London photographer Rosie Marks in London, Copenhagen and San Francisco. The 14-piece ready-to-wear collection of dresses, shirts, jackets, jeans, T-shirts and sweatshirts will be available to buy on GANNI.com, Levi.com, Levi’s® and GANNI stores globally as well as select wholesale partners in February 2021.