GANNI and Levi's have partnered to launch their second denim collection which will be available for sale from Wednesday, February 24. The 14-piece ready-to-wear collection was made by combining classic styles, aesthetics, and innovation of both brands. Cottonized hemp is used to make the collection reducing the amount of water and pesticides during the production hence contributing towards a more sustainable future. The collection will be available on the official website as well as the global stores of both the brands and will retail from $115-$475 USD.

Creative director of GANNI Ditte Reffstrup said that their shared ambition of creating a responsible product is one of the significant things about working with the team of Levi’s. In comparison to conventional denim which is traditionally made from cotton, using hemp to make the fabric is proven to have a lower footprint. Due to the soft and luxurious feeling of cottonized hemp, it is difficult to distinguish it from conventional denim. She added that in recent years so much has happened on the agenda of sustainability. It is a good thing that consumers have become aware of the effects of the fashion industry and are demanding more sustainable brands. Since fashion isn't going away hence they need to find solutions through innovation.

In a press release, the chief product officer at Levi’s Karyn Hillman said that with cottonized hemp, this collaboration was a great opportunity to incorporate next-level sustainable materials. Since they both share a common passion for originality, authenticity and sustainability hence it was an amazing experience working with the team of GANNI. By creating unique and easy pieces, they set out to inspire authentic self-expression with which people will fall in love again and again. 

London-based talent Rosie Marks was chosen by the GANNI team to capture their vision for this collaboration. Reffstrup said that in August last year when they first worked with Rosie Marks for their GANNI 202020 exhibition, they fell in love with the way she was documenting normal and everyday people. She added that they wanted to create something that felt global, community-led, and fun for this campaign and wanted to use her signature cardboard cutouts to make the ordinary extraordinary. Hence they conducted the shoot with the cast in London and then converted them into cardboard figures. After which these cardboard figures were sent to the hometowns of both brands which are Copenhagen and San Francisco for photographing the cardboard figures around iconic locations of both the cities.