Levi’s & Ganni Launch Rental-Only Collaboration
Danish fashion brand Ganni is teaming up with Levi’s on an exclusive rental-only capsule collection, which will be available through Ganni Repeat. NFC technologies clothes
The Ganni and Levi’s ‘Love Letter’ collaboration will feature three staple denim pieces: a button-down shirt, 501 jeans and a shirt dress, all of which have been made from upcycled vintage Levi’s and repurposed denim.
The upcycled designs are an ode to the “wearability, longevity and heritage of Levi’s 501 jeans,” explained the Danish brand, while incorporating its playful signatures and hero shapes, such as patchwork, voluminous sleeves and Peter Pan collars.
Ganni and Levi’s to launch exclusive denim rental collection in the UK, Denmark and US
Karyn Hillman, chief product officer at Levi’s, added: “Ganni was the perfect partner to bring this upcycled rental collection to life. 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.”
Ganni and Levi’s ‘Love Letter’ collaboration rented through NFC technology NFC technologies clothes
The collection, which will be available to rent in the UK, Denmark, and the US, will be supported by a digital experience using innovative Near Field Communication (NFC) technology in partnership with connected experience agency SharpEnd, who will deliver a ‘post tap’ curated experience through the NFC chip embedded with the back-patch of each piece.
Consumers will be able to rent the products by simply tapping the NFC-enabled size patch with a smartphone. Renters can unlock the history of each piece and discover which Ganni Girls have rented out the piece before them.
Additionally, wearers will be able to enter a connected universe of storytelling and information, including videos and Love Letters from Ganni creative director, Ditte Reffstrup, exclusive content from the global campaign shoots, style inspiration, and content from previous renters.
The denim capsule collection will be exclusively available via Ganni Repeat, the Danish fashion brand’s rental platform, and marks the first time its rental services will be extended across Europe and America.
Rental prices start at 45 euros / 55 US dollars to rent for a week, and items can be rented for one, two or up to three weeks. NFC technologies clothes
Ganni, based in Copenhagen, has 27 stores across Europe and the United States.
