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Ganni Applies Its Playful Touch to Levi's Cottonized Hemp Denim

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Levi’s and Ganni have reunited for a whimsical women’s denim collection. While their first joint-effort centered on upcycled garments and the sharing economy, their latest designer capsule collection uses Levi’s cottonized hemp denim throughout.

The 14-piece capsule collection features a mix of denim jackets, shirts, jeans and dresses all made with the sustainable fabric, which Levi’s introduced in its Wellthread line in 2019. Cottonized hemp feels indistinguishable from cotton, and generally requires less water and fewer pesticides in cultivation.

The brands have bonded over their shared passion for “authenticity, originality and sustainability,” according to Karyn Hillman, Levi’s chief product officer. In August, Levi’s and Ganni debuted a rental-exclusive collection of shirts, jeans and dresses made of upcycled denim. Named “Love Letter,” the collection was equipped with Near Field Communication technology-enabled size patches that, through the tap of a smartphone, unlocked the garment’s history and details about its prior renters.

“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,” she said. “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.”

Featuring vintage and dark washes, as well as a faded floral print, the new collection is playfully romantic, satisfying escapist notions felt by the masses today. A Western denim blouse is accented with a Peter Pan collar. Jean shirts and High Loose fit jeans feature cinched waists or slit hems. A smocked-style dress, a boxy denim blazer and an off-the-shoulder denim jacket adorned with Ganni’s “stitch flower” print are among the highlights. The collection also offers co-branded tees and snapback fleece tops.

For Ganni creative director Ditte Reffstrup, working with Levi’s has been a masterclass in denim. “We’ve learnt so much along the way about new fabrics and the craftsmanship of great denim,” she said. “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.”

The collection retails for $115-$475 and is now available on Ganni.com and Levis.com, and is sold in-store at Levi’s, Ganni and their wholesale partners.

Source: https://www.google.com/url?rct=j&sa=t&url=https://sourcingjournal.com/denim/denim-brands/levis-ganni-cottonized-hemp-collaboration-floral-sustainable-denim-264797/&ct=ga&cd=CAIyGjYxZmRhODRmNjY4MjhhNTU6Y29tOmVuOlVT&usg=AFQjCNEOM7TEau7hiEXne4udm-jxBTd3QA

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