The brands are launching a Spring/Summer 2021 collection. Combining the Scandi aesthetic from Ganni and the american style of Levi’s, the capsule includes jeans, denim jackets, dresses and T-Shirts made with cottonized hemp. Given the amount of water that it takes to produce, creating denim in a sustainable way is a challenge. The hemp used to create this collection is all rain feed with a proven lower footprint than conventional denim, that is usually made with cotton. Using cottonized hemp means less water waste and less pesticide as well.
Since the team was not available to meet for the photo shooting due to the pandemic, London based photograph Rosie Marks came with the creative idea of shooting a cast in London and turn them in cardboard figures. The figures were sent to Copenhagen and San Francisco, hometowns of both brands. They later photographed the figures around the cities.
On their first time together in August of 2020, Ganni and Levi’s launched a rental-only capsule collection made from upcycled denim from Levi’s 501 classic jeans. The Collection was called “Love Letter”, and was the beginning of what we hope will be a merry partnership creating more sustainable goods.
*Header image © Ganni and Levi's
+ Words: Leila Salinas, Luxiders Magazine
Journalist | Berlin-based
Connect with her on LinkedIn or Instagram (@leisalinas)