GANNI x Levi’s release a sustainable denim collection and we want every piece

The fashion-forward collaboration is back.

COPENHAGEN, DENMARK - AUGUST 10: Guest outside Ganni wearing Ganni jeans during Copenhagen fashion week SS21 on August 10, 2020 in Copenhagen, Denmark. (Photo by Raimonda Kulikauskiene/Getty Images)
(Image credit: Raimonda Kulikauskiene / Contributor/ Getty Images)

After the success of last year's upcycled denim rental program, GANNI X Levi’s is back with a 14-strong collection of vintage-look pieces. It's the perfect marriage of Scandi cool and Levi's all-American heritage, but front and center of this collaboration is an all-important sustainability message. And who better to deliver it than two of the best sustainable fashion brands (opens in new tab) in today's market?

Denim is often a challenge given the amount of water and energy it takes to produce just one pair of blue jeans. By some estimates it can take over 15,000 litres of water to grow the cotton to make a pair of jeans. The cotton is dyed multiple times then the jeans-maker may decide to bleach the jeans to lighten that colour, creating even more waste. Not to mention the pesticides needed to grow the cotton in the first place.

GANNI x Levi's have made giant steps towards solving that problem by crafting the jeans and signature peterpan-collared dresses from a new cottonized hemp fabric. It feels deceptively like traditional denim, but comes with a much smaller CO2 footprint as the hemp used to make the fabric is rain fed.

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“This collaboration was an opportunity to [use] next level sustainable materials with cottonized hemp," Karyn Hillman, chief product officer at Levi’s said in a press release. “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.”

And that is definitely the case here. The collection retails from $115-$475 and drops tomorrow on GANNI.com (opens in new tab) and Levi.com (opens in new tab)as well as Levi’s and GANNI stores globally and select partners. 

Fiona Embleton
Fiona Embleton

Fiona Embleton is a multi-award-winning beauty editor who has tested over 10,000 products in her 10 years +  of writing and shooting beauty stories. For the past four years, she was the Senior Beauty Editor at Marie Claire, having previously worked in the role of Beauty Editor at both Stylist and Cosmopolitan. She has recently gone freelance and alongside My Imperfect Life, she has written for titles including ELLE UK, ELLE Canada, Buro 247, Harper's Bazaar Arabia, Vogue Scandinavia, and ES Magazine. Beauty journalism allowed her to marry up her first-class degree in English Literature and Language (she’s a stickler for grammar and a self-confessed ingredients geek) with a passion for make-up and skincare, photography, and catwalk trends. She loves jumping on the latest internet-breaking beauty news, dissecting the best red carpet looks, and having the crème de la crème of dermatologists, make-up artists, and hairstylists on speed dial so she can tap them for the best advice. She’s a discerning beauty shopper and knows it can be confusing trying to navigate what’s hype and what really works. So if she really likes something, you can trust that she has reached that opinion by vetting it against everything else she’s ever tried. Her career highs? Interviewing Cate Blanchett and winning a Jasmine Award for the deeply personal feature Cancer Stole My Mother’s Scent.